Marketing Currents - Business and Marketing Current Events

Elon Musk is rebranding Twitter as X Corp


Twitter “no longer exists” and has merged with the newly created shell firm X Corp, according to an April 4 legal document filed by Twitter in a California court. CEO Elon Musk apparently confirmed the news by tweeting an X.

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Discussion Questions:

  1. What is branding?
  2. What is rebranding?
  3. What is an acquisition in business?
  4. Why did Elon Musk acquire Twitter?
  5. Why is Elon Musk rebranding Twitter as X Corp?
  6. What is positioning?
  7. How might this decision represent a positioning strategy?
  8. What is innovation?
  9. How do you think Elon Musk’s company’s like Tesla, Starlink, and Space X represent the concept of innovation?
  10. What is Elon Musk’s plan for X Corp, according to information from this news story? What type of product or service might he be planning?
  11. How might that represent an example of innovation?
  12. Do you think his plan for a super app could be a success in the United States? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.