Twitter's Rebrand To X 'Allowed Us To Evolve Past A Legacy Mindset And Thinking'

Linda Yaccarino
CEO of X Corp.

Behind one of the biggest company rebrand in tech history, Elon Musk, the owner of X, has a vision. And like it or not, everyone on board should follow.

Linda Yaccarino is the CEO of X, who was appointed to the position in May 2023 by Musk, who acquired the company in October 2022.

Her task include overseeing the day-to-day operations of the company once known as 'Twitter.'

She's also responsible for leading other matters, like partnerships to sales to legal to finance. Yaccarino is also tasked to work with the team to develop and implement the company's strategic vision, rebuilding the company's relationships with major advertisers, who had left the platform in the wake of Musk's acquisition.

She's also tasked to make X a more profitable company.

But most importantly, her job is to make X an "everything app" Musk has envisioned it to be.

Read: Twitter, Inc. Becomes 'X Corp': A Step Towards Becoming An 'Everything App'

Linda Yaccarino.
Linda Yaccarino

Speaking to CNBC, Linda Yaccarino said that:

"Elon has been talking about X, the everything app, for a very long time. Even when we announced that I was joining the company, I was joining the company to partner with Elon to transform Twitter into X, the everything app."

She also said that she’s involved in "everything" that goes into "running the company," and said that X is essentially an evolution of Twitter.

"Think about what’s happened since the acquisition."

"Experiences and evolution into long-form video and articles, subscribe to your favorite creators, who are now earning a real living on the platform. You look at video, and soon you’ll be able to make video chat calls without having to give your phone number to anyone on the platform."

And speaking about the rebrand, she said that:

"The rebrand represented really a liberation from Twitter. A liberation that allowed us to evolve past a legacy mindset and thinking. And to reimagine how everyone, how everyone on Spaces who’s listening, everybody who’s watching around the world. It’s going to change how we congregate, how we entertain, how we transact all in one platform."

"If you stay Twitter, or you stay whatever your previous brand is, change tends to be only incremental. And you get graded by a legacy report card."

"And at X we think about what’s possible. Not the incremental change of what can’t be done."

Yaccarino said that the company’s decision to get rid of its Twitter branding reflects Musk’s vision for the app.

For these reasons, many people consider Yaccarino as living in a world of delusion.

As the highest-ranked officer charged with the management at X, Yaccarino can neither confirm or deny the fact about the chaotic Musk takeover and reign.

In fact, during the interview, Yaccarino even referred to posts on the platform as “tweets” and not “Xs.”

Yaccarino, who was once considered a serious person in the industry, said with a straight face that "99.9%" of the content posted on the platform is "healthy."

"By all objective metrics," Yaccarino said, "X is a much healthier and safer platform than it was a year ago."

So to many people out there, the opinion of Yaccarino, who is the CEO of X, at least on paper, is outright laughable.

Many research and polls suggest that X is experiencing the exact opposite of Twitter, and what it was before Musk's acquisition.

But as the figurehead of the Elon Musk-owned company, she does showcased how X is growing into a platform where new features are being introduced fairly quickly.

Elon Musk, Twitter X.

Despite having knowledge, skills and experience, the Twitter to X rebrand is more than just paper works and legality.

Twitter has been around on the internet for more than a decade, and since the very-first tweet from Jack Dorsey, the platform has become the town hall for far too many people, and being the megaphone for politicians, celebrities, brands and companies, and everything in between.

The transition isn't easy, and Yaccarino has more than a handful of things to take care of in her role as CEO of X.

Having previously served as chairman of global advertising and partnerships at NBCUniversal, where she was responsible for overseeing the company's $20 billion advertising business, Yaccarino is known for her strong leadership skills and her ability to build and maintain relationships with key stakeholders.

With more than 30 years of experience, Yaccarino is a seasoned and talented executive with a proven track record.

While she is well-positioned to lead X through the transition and make it a successful company, fulfilling Musk's ambitions for X is far from easy.

Yaccarino is fighting an uphill battle.

Despite things clearly suggest that Yaccarino is working under the shadows of Elon Musk, she said that she has the "autonomy," and that her and Musk's role "are very clear."

"Elon is working on accelerating the rebrand and working on the future," Yaccarino said. "And I’m responsible for the rest. Running the company, from partnerships to legal to sales to finance."