WORCESTER, Mass. – As users get used to the social media platform X, formerly known as Twitter, a local marketing expert is weighing in on the reasoning behind the rebrand.

Earlier this week the iconic blue bird was replaced with an “X” logo. WPI marketing professor Purvi Shah said rebranding isn't uncommon and typically companies will undergo a rebrand every 7 to 10 years because things change over time.

Shah said with new competition coming in, like Meta launching Threads and TikTok possibly launching a similar platform, this rebrand could help the platform shed controversies and struggles it's faced over the past few years.

“In my opinion, a rebranding would change the way consumers perceive and value this brand, but only if consumers are at the center stage of this change, if stakeholders are involved in the change and if there is transparency in this process,” Shah said. “Was the Twitter rebranding process all of this? I'd say the strategic rationale is there, but the implementation could have been more planned and systematic.”

Shah also noted X owner Elon Musk has been vocal about creating what he calls a "super app" where people can perform several tasks on one platform, and this new brand name could allow him to do so.