What would you do, if you owned Twitter?

Un Espresso per favore!?

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This is?#EcosystemEspresso?#22

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2| "Twitter --> X" what would you do, if you owned it?

This is a simple questions. AND it is harder to answer than just sitting on the sideline and commenting.

We will look at it from 3 different perspectives:

1. Brand Assets Twitter vs. starting from scratch
2. Brand Destination Superapp vs. consumer and competition
3. Brand Architecture and Platforms

I hope you will enjoy this!

Quote of the week:

Life can be only understood backwards; but it must be lived forwards.

Kierkegaard

While in real life this is true. In brand led platform and ecosystem strategies future backwards is the only way to get there while learning and iterating.

Alora, let's take a big sip!

Twitter --> X and the new platform game plan.

Let's dive right in with the 3 perspectives I would recommend to look at:

1. Brand Assets Twitter
2. Brand Destination Superapp vs. consumer and competition
3. Brand Architecture and Platforms

(1) Brand Assets - the true business value!

1. Brand Identity: This includes the name, logo, colors, and overall visual aesthetic that represents your brand.
2. Brand Reputation: How your brand is perceived based on past actions, communication, and overall performance.
3. Brand Loyalty: The emotional connection and trust that customers have built with your brand over time.
4. Brand Awareness: The recognition and recall of your brand in consumers' minds.
5. Intellectual Property: Trademarks, patents, copyrights, and proprietary technology.

One of the key models was from David Aaker when I was still working on the best brands in the world. Another powerful one from Keller. Those were pre-digital day, but brands are still functioning in a similar way as long as human beings decide for themselves and not #AI.

There are if course different models, dating some decades back, but you get the point. Twitter ticks a lot of points:

• Awareness: Twitter is a household name. When it comes to social media users, brand awareness of Twitter is at?86% in the United States (source: Statista).
• Perceived Quality: Mixed. Love or hate. Lovers and intense user love the speed and simplicity. Haters point out the hate speech amongst others and lack of curation success. They either perceive it as a bed of woke movement or radicalisation. For brand owners and advertisers brand safety has become a main concern. Hence, 50% reduction in ad spend since takeover of Elon.
• Associations: The act of creating and sharing information is even called to "Twitter" as a verb.
• Proprietary Assets: short text of 140 signs, later 280, the tweeting twitter soun Twitter spaces, ....*
• Brand Loyalty: MAU numbers have gone up since the take over.

Visual Identity System top

Looking at the Visual Identity System also from that point Twitter ticks all boxes:

Unfortunately I cannot share the link to the VIS directly as this is not supported by the algorithm here.

Feel free to copy: https://about.twitter.com/content/dam/about-twitter/en/brand-toolkit/downloads/twitter-external-brand-guidelines-01272021.pdf

What makes a good VIS?

Create a table with a scale from 1-10 and based on consumer research or exert and team perspectives rate for yourself. It is a great brand!

1.?????Consistency: The visuals should maintain a consistent style across all platforms and mediums. This consistency helps in reinforcing brand identity.

2.?????Distinctiveness: The VIS should stand out from its competitors. Unique design elements can make a brand memorable.

3.?????Relevance: The visuals should resonate with the target audience and align with the brand's values, mission, and industry.

4.?????Adaptability: A good VIS should be flexible enough to be adapted across various mediums, from digital platforms to print materials, without losing its essence.

5.?????Simplicity: Effective visual identities are often simple and clean, making them easily recognizable and memorable.

6.?????Coherence: All the elements of the VIS - colors, typography, imagery, logos, etc., should work together to create a harmonious and coherent impression.

7.?????Timelessness: While trends can inform design decisions, a VIS should aim for a timeless quality that ensures it remains effective even as trends change.

8.?????Emotional Connection: The VIS should evoke the right emotions and associations in the viewer, aligning with the brand's desired perception.

9.?????Professionalism: The VIS should convey a sense of professionalism and credibility, enhancing trust in the brand.

10.??Legal Considerations: All elements of the VIS should be unique to avoid any copyright or trademark issues.

The power and potential of the brand is even more impressive looking at the Strategic Destination Elon and Team have put in at the beginning of the year. Please find the link to my #EcosystemEspresso #3 below:

Amazing is the speed at what they were moving from October until now:

ASSESSMENT BOX 1: Twitter Equity TOP! Platforming on the way

A "normal" CEO would love to having acquired such a powerful almost global brand that is so well designed and structured. Especially, after having sunk so much value post acquisition and losing approx 50% of ad funding which is common for social media platforms. The replatforming is fast on its way - fix before scaling.

2. Brand Destination Superapp vs. consumer and competition

Working with Elon directly - he knew!

A good friend of mine has worked with Elon directly - he has seen the evolution over a decade first hand. And he pointed out to me so many things that then came true.

He pointed out to me some weeks ago that Elon's plan was to build a super app - and to bring all under the "X-umbrella". While this was also publicly stated in a video, his perspective goes even further. I will not cover this here.

Talking about the everything app

This video dates back to end last year. And he was casually talking about a big idea, which actually had long time ago.

What is the plan? Twitter to focus on video, commerce in business revamp.

Twitter plans to focus on video, creator and commerce partnerships to revitalize the social media company's business beyond digital advertising, according to an investor presentation by owner Elon Musk and new Chief Executive Linda Yaccarino that was reviewed by Reuters.

Yaccarino, who started as CEO on June 5, told Twitter investors on Thursday that the company is in early conversations with political and entertainment figures, payments services and news and media publishers on potential partnerships, said a source familiar with the matter, who spoke on condition of anonymity to discuss a private investor call.

Source: Reuters.

A true superapp strategy and architecture

The design is combining both high frequency and interaction based on the existing Twitter core which has beed successfully expanded with content in Spaces, Announcements, Interviews with Elon with the highest reach on the planet directly competing with Tik Tok, Insta, Facebook, Snap or Youtube.

A platform needs high interaction to sustain liquidity and network effects. It is the engine. The more value is created everyday from producers and consumers on either side of this core interaction around content in this same sided platform, the more value is created and each new user will add value on top.

Examples of super apps - #WeChat, #Alipay are the champions.

All are referring to super apps in Asia. Apps which actually cover all live plays - like in Ecosystem maps: Entertainment, Health, Finance, Friends, Food etc.

Early on, some of China’s super-apps took advantage of limited regulations and privacy protection.

Some attempts like #Grab or #Kakao or #Line are moving into the same direction. However, nobody has tried or mastered it in the West. Are we too sceptical or could it work?

Can a super app work here as well?

Definition Super-App

A super-app is a single application, accessible by mobile device or web browser, that offers multiple diversified services for everyday personal or commercial life, relies on a common financial transaction platform, leverages intra-app data to tailor offerings, and is widely adopted.(HBR)

Would you see yes or no?

I think yes, but not with the usual suspects. It takes a bold approach. We see those pop up in trend presentations for some time and ecosystem layering is happening, but not really to B2C and B2C2B Super app. Hardly anybody dares to go for a global mass-market social media platform play.

Twitter is already there and layering can start from a solid interaction base.

Readiness for Super Apps in USA!

In this HBR article you can see the

Perfect fit to Elon verticalization and partnering with data play.

The super-app model also provides companies with unparalleled access to a wide array of user data, all gathered within the app’s walled gardens.

This is to triangulate consumer preferences; target ads; personalize recommendations, discounts, prices, and loyalty rewards; and facilitate cross-selling — all of which can create significant value (HBR).

Super App Innovation

In my view Elon will not launch ANOTHER Super App. He will innovate and play on his personal drivers as well.

• Transparent and safe AI
• Safety and data souveregnity with block chain
• Taking out all middle man
• Transparency and power
• Filtering with super AI
• Brand Safety
• On Ramps and Blockchain tech is too complicated. Elon is master in simplification and scaling!

The new #xAI is a key ingredient to create even more insight based on humans across all of their lives!

Just imagine the large Total Addressable Market - TAM

Broaden user base of crypto and blockchain that have not moved beyond early adopters.

P2P payments, VP payment, Bank bill payment, Dezentralised ID management, Private key, Biometric data...

It is HUGE!

Why could it work now?

• A?2022 consumer survey?found that 72% of U.S. respondents would be interested in using a super-app.
• Social Media savvy generation is open for simplicity and does not have huge personal wealth
• Gamification relevance for next gen
• Inflation of apps that are not interoperable
• Cost they cannot afford.

A quick personal story - we are tired of this!

I was waiting for a payment from US for 1 month. I had together with my colleagues to manually interact 4-5 times, before the money arrived. Intermediaries take a cut for nothing. This could and can be done in real time. Safe and on blockchain.

We want to be able to send money anywhere in the world instantly and in real time!

So, true value innovation!

ASSESSMENT BOX 2: Super App with Innovation will work

The problems we all face today can be solved with a truly innovative platform approach balancing high frequency interaction from producers and consumers paired with financial services on blockchain in a layered ecosystem with verified users only, on ramp innovation and real time transactions in high volume first in B2C then B2B.

(3) Brand Led Strategy for the intention

Further specification after some public probing and internal strategising came from the Twitter CEO Linda.

(a) Value Proposition

The architecture is in essence about "UNLIMITED INTERACTIVITY".

Again this is the value proposition. This will serve a higher purpose, which we do not yet know or anticipate.

(b) Ambition. We could already hear Elon talk about "touching approx half of the global financial system or so"!

(c) Goal: is to “transform” the social network into X, “the everything app.”

Twitter brand as a (personal) problem

He shared very openly in the past and was disappointed many times. In school he was bullied. His personality structure seems to be in "proving mode" all the time.

When Musk launched the online bank X.com in 1999, his original concept was to turn the website into a?“one-stop everything-store for all financial needs.”

So, there are old bills to be paid!

He critiqued #Paypal for not innovating for too long. He once co-founded that. He understands finance.

The Twitter name does not make sense in that context, so we must bid adieu to the bird.” (source the verge)

Twitter Brand with Trust challenge

Next to this personal side one could argue the brand equity of Twitter is so tied to micro-blogging that it would be hard to gain credibility for finance and other more important transactions.

True is a key platform building block! There is a nice framework in #PlatformStrategy on trust. The 7Cs of trust.

Brand Architecture to follow Intention and strategic destination

"X" brand has multiple advantages....

• It already now plays a key role in the empire: #SpaceX, #ModelX, #xAI
• It fits the proposition of unlimited interactions as it stands for "crossing"...
• The symbol stands from replacing (wipe out old financial system)
• It is cool and reminds of "Batman" and thus would fit young target audiences

Brand Architecture Branded House

The future will be a BRANDED HOUSE: "X"...as name of the house = like an umbrella brand it will be declined and paired with descriptive denominators:

• Payments: xPay
• Personalisation: by xAI
• Investments: xInvest
• Robotaxi services: xTaxi or xRobo
• Energy: xPower

You get the point. In some areas like entertainment this could turn funny...x-rated...but hey...

Looking at the strategic options this is the obvious place to go for an orchestrator centric ecosystem like #hubspot, #microsoft or #apple. Apple as a role model with the Apple icon, the word Apple and descriptors....

We develop alternative scenarios for your strategy and facilitate dialogue, experimentation and business case pending your choices!

Involving the community and free "earned" media

Elon among his followers is approachable. He takes down any bureaucracy while learning from feedback.

It started with the logo, it continues with the color coding.

Getting Attention is what he is great at.

He put up a huge X-sign on the HQ of Twitter. It was so flashy that neighbours enforced the removal after 1 or 2 days. The news went around the world. The X-Brand awareness is there.

ASSESSMENT BOX 3: X right new brand for the super-play

You see that this super app can be the highlight prior to SpaceX making us interplanetary...it would connect all elements and automate platform transaction to make money for users without effort.

WHAT CAN YOU LEARN - DO YOU HAVE TO LEARN

Focus on what is great and do not just argue against the personality. No need to be a fan. But learn from the best:

1. Go future backwards - and please use experts in making this simple, especially as incumbent organisations
2. Do not try to be perfect - pivot and involve your users, partners, team in co-creation
3. Solve big problems!
4. Be fast in execution and focused on core interactions
5. Design with learning cost effects: Wright′s Law
6. Customer centric build trust and ease of use
7. Evolve the brand architecture for the platform strategy you pick!
8. Build on data of Platform and Ecosystem Business Models. Do not only innovate on Product or Service in linear models!

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AND come back next week!

Ciao and Happy Friday and Weekend!

Alex