Asian Spectator

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Why Dunkin' and Lego rebrands succeeded – but X missed the mark

  • Written by Matthew Pittman, Assistant Professor of Advertising and Public Relations, University of Tennessee
Why Dunkin' and Lego rebrands succeeded – but X missed the markSo far, Twitter's rebrand = X + why?Lorenzo Di Cola/NurPhoto via Getty Images

Twitter has swapped the fluffy bird that used to symbolize the social media platform for a spindly black X. Ditching the company’s well-known logo and changing its name to a letter often associated with danger, death and the unknown is only the latest...

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