Shulou(Shulou.com)11/24 Report--

At midnight on a Saturday this summer, Elon Elon Musk suddenly announced that he was abandoning one of the world's most iconic social media brands: Twitter.

"soon, we will bid farewell to the Twitter brand and farewell to Bird Logo," he said in his last Twitter post. Then all the bird Logo in Twitter's offices in San Francisco, New York and Los Angeles were dismantled.

As a result, Twitter changed its name to X, and 17 years of brand equity was erased. This not only angered millions of users, but also worried advertisers and shocked employees. Although Musk talked about a "universal app" before, the sudden news came as a surprise.

Tu Yuan Pexels at this time, only one month after Twitter CEO Linda Yaccarino took office. During this period, Yaccarino has a low sense of presence in the company. It was not until the night after Musk's announcement that Yaccarino publicly talked about the renaming issue.

Rumors within company X that Yaccarino had begged Mr Musk to postpone the announcement of the big change because she needed more time to prepare for big advertisers. "Musk stuck to his ideas, completely undermining Yaccarino's plans," said a person familiar with the matter.

For a widely respected advertising executive, Yaccarino's story is distressing. She chose to lead a troubled company owned by the world's most capricious tech billionaire.

More than a dozen former and current employees, as well as industry executives, say Yaccarino's task is to repair a product that appears to have been deliberately sabotaged by Mr Musk, but has relatively limited power.

Some employees of Company X say they think Yaccarino is just a nominal CEO. "Musk is the real master," said one of the current employees. "

Some advertising observers are even starting to worry that Yaccarino's current situation is damaging the reputation she has accumulated in some of the world's most influential public houses for decades.

A former Twitter executive said: "even if she is doing the right thing, there is a master behind the scenes telling her what to do. So, she can't succeed."

Matt Navarra, a social media consultant, said: "it must be very difficult to meet Elon Musk's requirements, needs and expectations, as well as those of advertisers."

Company X, Musk and Yaccarino have yet to comment.

It is undeniable that although Musk cannot stop intervening and has replaced several Tesla CEO over the years, there is still a successful precedent, that is, SpaceX.

As president and chief operating officer of Musk's space exploration technology company SpaceX, Gwynne Shotwell has proved that Musk can also relinquish some power and let trusted allies move on.

But the premise is that you must think of Musk, be able to stop things against Musk, dare to fire those who openly oppose Musk, and remember never to say no to Musk.

In the foreseeable future, the performance of Yaccarino will be judged by the performance of Company X's advertising business, which remains X's main source of revenue. Even with Musk delegating power, it is extremely difficult to achieve significant growth in advertising revenue.

One advertising executive said the news he heard about Yaccarino was positive, including leadership and relationships with large advertisers. However, for Company X, it is no longer favored by the industry.

"Yaccarino individuals are really good, but they don't work because Company X is so messy that no one can clean it up," the executive said. "

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