Eric Seufert writing on Threads:
Twitter has seen a dramatic decrease in its Top Downloaded chart position across both platforms since the app was renamed to X. Why? The situation presents a fascinating case study at the intersection of brand equity and mobile platform dynamics.
The case is somewhat unprecedented: Twitter built a ubiquitous, household-name brand over the course of nearly 2 decades and then simply abandoned it, leaving it to be exploited by competitors, unopposed, through the mobile platforms’ branded search ads.
My hypothesis is that, while the terminally-online are entirely aware of Twitter’s rebrand to X, most consumers aren’t, and their searches for “Twitter” on platform stores surface ads and genuine search results that are in no way redolent of Twitter.
How do you throw away two decades of branding and expect no disruption to your product? I really don’t understand this trend (HBOMax just changed to Max), seems like the marketing departments are bored and need something to do.