Rebrands are supposed to signal evolution. A sharpening of purpose. A sense that something has moved on and become more than it was before. What they are not supposed to do is create a kind of quiet, persistent refusal among users to acknowledge that anything has changed at all. And yet that is exactly what has happened with X.
Social media has changed the way brands interact with their audience. But with millions of conversations happening online every day, how do you actually know what people are saying about you or your industry?
