{"id":161,"date":"2023-07-28T23:16:09","date_gmt":"2023-07-28T23:16:09","guid":{"rendered":"https:\/\/didi.com.bo\/blog\/index.php\/2023\/07\/28\/el-extrano-rebranding-de-twitter-a-x\/"},"modified":"2026-07-07T16:15:18","modified_gmt":"2026-07-07T20:15:18","slug":"el-extrano-rebranding-de-twitter-a-x","status":"publish","type":"post","link":"https:\/\/didi.com.bo\/blog\/el-extrano-rebranding-de-twitter-a-x\/","title":{"rendered":"El extra\u00f1o rebranding (o \u00abun-branded\u00bb) de Twitter a X"},"content":{"rendered":"<p>La reciente decisi\u00f3n de Elon Musk de cambiar abruptamente el nombre y logo de Twitter a X ha generado revuelo y debates en el mundo del branding y marketing. Estamos ante un caso ins\u00f3lito, es un movimiento sin sentido por varias razones.<\/p>\n<p>Twitter ostentaba (y ostenta a\u00fan) una marca s\u00f3lida tras m\u00e1s de una d\u00e9cada de operaciones. Su nombre funcionaba bien como evocador como <strong>la marca del microblogging<\/strong>. Su logotipo del p\u00e1jaro era uno de los logos mas distintivos del social media. Si bien el rebranding puede tener sentido en algunos escenarios, no vemos aqu\u00ed una raz\u00f3n convincente para un cambio tan dr\u00e1stico cuando la marca ten\u00eda un posicionamiento en el mercado.<\/p>\n<p>El nuevo nombre suena fr\u00edo, impersonal y no comunica ning\u00fan beneficio o atributo de la plataforma. Por su parte, el logo minimalista en forma de X ha generado cr\u00edticas de parte de usuarios que lo consideran poco atractivo o incluso controvertido por su similitud con ciertos s\u00edmbolos autoritarios. Esto podr\u00eda debilitar la conexi\u00f3n emocional con la audiencia.<\/p>\n<p>Elon Musk parece haberse apresurado, sin una estrategia clara ni fundamentos s\u00f3lidos de investigaci\u00f3n con los consumidores. A juzgar por la prensa, habr\u00eda respondido principalmente a sus preferencias personales, no a un an\u00e1lisis objetivo de fortalezas de la marca Twitter y c\u00f3mo potenciarlas.<\/p>\n<p>Por alguna raz\u00f3n que desconocemos, Elon ha estado obsesionando con la letra X; Su empresa de cohetes se llama SpaceX, uno de los modelos de Tesla, lleva la X en su denominaci\u00f3n y esta tambi\u00e9n el hecho conocido cuando <a href=\"https:\/\/www.xataka.com\/empresas-y-economia\/obsesion-musk-x-twitter-viene-lejos-todo-empezo-hace-casi-25-anos-hizo-paypal#:~:text=Musk%20insist%C3%ADa%20en%20llamarla%20X,es%20mejor%22%2C%20dec%C3%ADa%20entonces.\" target=\"_blank\" rel=\"noopener\">Elon Musk en 1999 insist\u00eda nombrar su startup financiero a X.com<\/a> en contra del nombre elegido por sus socios de Paypal.<\/p>\n<p>En la historia de las marcas, ha habido grandes marcas que cambiaron sus nombres originales por lo que son ahora conocidos; recordemos al mas famoso, el de Nike, que originalmente se fundo con el nombre de Blue Ribbons Sports. Pero esto es otro cuento,\u00a0 \u00a0el cambio surgi\u00f3 en una \u00e9poca donde aun ni siquiera exist\u00eda el concepto de posicionamiento y la competencia era casi nula.<\/p>\n<p>Elon, arriesga dilapidar la enorme equidad de marca acumulada por Twitter durante m\u00e1s de una d\u00e9cada, al dejar atr\u00e1s activos tan valiosos como su nombre y logo reconocibles globalmente.<\/p>\n<p>El tiempo dir\u00e1 si este inusual rebranding fue un acierto o un error. Por ahora, genera m\u00e1s dudas que certezas. En branding, sabemos que <a href=\"https:\/\/didi.com.bo\/blog\/que-es-el-branding-esto-es-lo-que-debes-saber-y-entender\/\">las marcas fuertes son activos estrat\u00e9gicos<\/a> -posicionadas en la mente de sus consumidores- que <strong>deben gestionarse con visi\u00f3n a largo plazo<\/strong>, no alterarse sin una raz\u00f3n de peso y sin una estrategia clara. Queda por ver si ese es el caso detr\u00e1s de este sorpresivo e inusual cambio de identidad ordenado por Musk. Lo que s\u00ed es seguro es que representa una arriesgada apuesta que desaf\u00eda muchos preceptos de una s\u00f3lida gesti\u00f3n de marca.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La reciente decisi\u00f3n de Elon Musk de cambiar abruptamente el nombre y logo de Twitter a X ha generado revuelo y debates en el mundo del branding y marketing. Estamos ante un caso ins\u00f3lito, es un movimiento sin sentido por varias razones. Twitter ostentaba (y ostenta a\u00fan) una marca s\u00f3lida tras m\u00e1s de una d\u00e9cada [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":162,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[6,27],"tags":[3],"class_list":["post-161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-marcas","tag-branding","entry","has-media"],"featured_image_src":"https:\/\/didi.com.bo\/blog\/wp-content\/uploads\/2025\/07\/twitter-a-x.jpg","author_info":{"display_name":"Javier Roca C.","author_link":"https:\/\/didi.com.bo\/blog\/author\/javier-roca-c\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.6 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>El extra\u00f1o rebranding de Twitter a X - El blog de Marketing de Didi<\/title>\n<meta name=\"description\" content=\"El extra\u00f1o rebranding de Twitter a X. 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