There are few better ways to signal corporate distress than a rebrand. Last year, Elon Musk spent $44bn buying Twitter, a midsized social media company. Jettisoning its globally recognised brand does nothing to address the lossmaking company’s problems. But as new names go, X is better than most. It is short, arresting and unmistakable.
就表明公司困境的信號而言，沒有什麼是比品牌重塑更好的信號了。去年，伊隆•馬斯克(Elon Musk)斥資440億美元收購了中等規模的社群媒體公司Twitter。放棄其全球馳名品牌不會幫助這家虧損的公司解決其問題。但就新名字而言，「X」比大多數名字好一些。它簡短、引人注目且不會被搞錯。
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