Internationally Recognized Author Explains the Downsides of Twitter’s Choice to Rebrand as X
Renowned author and film producer, Gini Graham Scott, has voiced concerns over Twitter’s decision to rebrand as X and highlights the potential negative implications associated with the new brand name. In her recent article titled Why X Isn’t a Good Brand Name for Twitter, Scott discusses the reasons why she believes this choice may be detrimental to the popular social media platform.
The author begins by addressing the negative symbolism commonly associated with the letter X. Scott points out that X is often used to denote crossing things out or marking them as incorrect, making it a potentially unfavorable choice for a brand name. Furthermore, the prefix ex- attached to words indicates separation or no longer being a part of something. Words like ex-spouse, ex-teacher, and extra-marital affair all bear negative connotations, which could subconsciously impact users’ perceptions of the rebranded Twitter.
To support her argument, Scott conducted an experiment involving ChatGPT, an AI tool, to compile a list of negative words with X or ex in them. The result was a collection of over 50 negative terms, including words such as excretion and exasperating. While there are a few positive words like exonerate and expert with an X or ex in them, the overwhelming majority holds negative associations. Scott asserts that this abundance of negative language further supports her belief that the choice of X as the new brand name for Twitter is ill-advised.
Despite recognizing that there may be differing opinions and positive aspects associated with X, the author remains steadfast in her conviction that the potential drawbacks outweigh any possible benefits. She concludes her article by encouraging readers to voice their own opinions on the matter by reaching out to Elon Musk, the CEO of Twitter, as well as various media outlets.
Gini Graham Scott, Ph.D., is a prolific writer with numerous books under her belt, published both traditionally and through her own company, Changemakers Publishing and Writing. As a film producer, she has written and produced 18 feature films and documentaries. Scott’s expertise extends to artificial intelligence (AI), and she was a speaker at the TechBeat Conference, where she discussed utilizing AI as a writer and artist.
While Scott presents a compelling case regarding the negative associations of X, it is essential to note that opinions may differ on whether this rebranding will truly undermine the Twitter platform. As Twitter moves forward with its decision, it remains to be seen how users will respond to the new brand identity and whether the concerns raised by Scott and others will have a significant impact.
In the end, the power of a brand lies in the collective perception of its users. Only time will tell whether X becomes a symbol of negativity or manages to redefine itself as a force for positive change on the social media landscape.
