Rebranding
b'
Elon Musk\\u2019s decision to rename Twitter \\u2018X\\u2019 has been met with confusion, and in some cases even anger, but where does it rank amongst the best and worst rebrands?
Evan Davis and guests discuss the complexity of changing a company or product name, logo and message, the reasons for doing it, and how to make it a success.
These overhauls can be risky, though, and failure expensive \\u2013 the panel discusses one the UK\\u2019s textbook rebranding disasters.
Evan is joined by:
Lee Rolston, chief growth officer at Jones Knowles Ritchie;\\nCaroline Wiertz, professor of marketing at Bayes Business School (formerly Cass) \\u2013 City, University of London;\\nAmanda Mackenzie, former chief marketing and communications officer at Aviva;\\nKeith Wells, founder and director of Brandwell.
PRODUCTION TEAM:
Producer: Simon Tulett\\nEditor: China Collins\\nSound: Graham Puddifoot and Rod Farquhar\\nProduction co-ordinator: Gemma Ashman
(Picture: The new \\u2018X\\u2019 logo displayed on a smartphone with the old Twitter logo in the background. Credit: Omar Marques/SOPA Images/LightRocket via Getty Images.)
'