Companies spend millions of dollars each year to brand and market themselves.
Over a decade, that racks up to Billions.
Twitter's ownership decided that they wanted to rebrand to a less recognizable, overly used, and often decried brand: X.
In what is usually a sea of options for consumers, brand X is the one they're usually encouraged to avoid.
Be whatever you want to be, but don't be generic or hard to consume.
Winning is standing out.
