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this post was submitted on 24 Jul 2023
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The other stuff didn't bother people enough to leave, but rebranding? That's the step too far. Anyway Mastodon usage has fluctuated a good amount over the last few months so I don't think that's a good metric for people fleeing Twitter, or should I say X (what a terrible name).
Twitter's value was in its branding as the case with any ubiquitous product. There was zero reason to change it other than to further damage the entity. Fine with me Elon, go ahead and kill it, one more failed corporate driven media site. We don't need any of them.
Yeah, I really don't get why people would care much about branding. It's everything leading up to that that's starting to wear people out.
Don't underestimate the value of a brand. One of the most common reasons people stick around even after negative change is because it still feels familiar and safe.
Now? This isn't Twitter anymore. It may look and feel like Twitter did yesterday, but this is the moment where people stop and look around and ask "What happened?"
Even when Facebook reformed into Meta and Google reformed into Alphabet, they still kept the old brands, to the point where people still call Alphabet "Google" more often than not. Other companies, when they want to get rid of a brand, will slowly phase it out. An ISP like Charter becomes Charter Spectrum, then over time just become Spectrum.
Dropping a brand overnight like a hot potato upsets the customer because brand identity is (tragically) huge in the modern day.
It's also the most noticeable for the common user. You can ignore an entire logo change (one that sucks by the way)