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Twitter's rebrand to X shifts the focus to Musk's 'everything app' plans but here's why he might have moved too early

  • Written by: Jamie Marsden, Lecturer in Brand Communications, University of Leeds

A succession of upheavals have characterised Elon Musk’s leadership of Twitter since he acquired the social media platform in November 2022 – from his U-turns on the acquisition, to firings and rehirings and a significant drop in advertising revenue. But his latest move is the most significant: abandoning the globally recognised...

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