In the world of business and branding, few achievements are as coveted as becoming a verb. It signifies a level of cultural impact that transcends the product or service itself. When someone says they’re going to “Google it,” they aren’t just talking about using a search engine; they’re invoking an entire era of information at their fingertips. Similarly, when travelers speak of “Airbnbing” a place to stay, they’re tapping into a global community of sharing and hospitality. But what happens when a brand loses the coveted status of a verb? The rebranding of Twitter to “X” presents an intriguing case.

From Googling to Ubering: The Power of Verbification

The phenomenon of brand verbs, or eponyms, is a testament to the power of branding in the modern age. It’s a transformation that occurs when a brand becomes so ingrained in our daily lives that it transcends its initial product or service. Some of the most notable examples include:

• Google: The world’s most popular search engine has become synonymous with looking up information on the internet. You don’t just search; you “Google it.”
• Uber: When people say they’re going to “Uber” somewhere, it’s more than just referring to a ride-sharing service. It’s a statement of convenience, speed, and reliability.
• Photoshop: Adobe Photoshop, the image editing software, has become synonymous with the act of digitally manipulating or enhancing photos. When you “Photoshop” an image, you’re referring to the process of editing it.
• Venmo: Venmo, a digital payment app, has become synonymous with sending money electronically. When you say you’ll “Venmo” someone, you’re referring to transferring funds through the app.

Think of these verbs as the rock stars of branding. They’re the gold standard when it comes to trust, something that only a select few brands can claim. They’re not just about what a company sells; they’re about how it’s influenced our world. It’s the kind of recognition that tells you a brand isn’t going anywhere anytime soon.

 Twitter’s Missed Opportunity: From a Verb to “X”

Recently, Twitter decided to shake things up in a big way. They ditched the good old “Twitter” name in favor of a more cryptic “X.” It was all part of their plan to venture into new horizons, beyond the 280-character microblogging world we knew.

Now, rebranding isn’t necessarily a bad move for a company trying to grow and evolve. But here’s the hitch: it’s crucial to hang onto what made your brand special in the first place. In Twitter’s case, switching from a name that’s known worldwide and has become a part of our daily lingo to a nondescript “X” raised more than a few eyebrows.

The problem with this makeover is twofold. First, it felt like Twitter was cutting ties with what made it an integral part of our lives. “Tweeting” something wasn’t just posting; it was sharing your thoughts with the universe. The rebrand seems to miss the essence of what Twitter means to users.

Second, “X” is about as vague as it gets. It lacks the punch that made “Twitter” so memorable. This move missed a golden opportunity to capture the essence of Twitter – a platform for real-time, open, and global conversations.

In the age of social media, where branding and recognition are make-or-break factors, Twitter’s leap from being a cultural verb to “X” seems like a step in the wrong direction. Instead of celebrating their unique status, they chose the path of obscurity.

The journey from a company to a cultural verb is a rare and impactful transformation. It signifies a brand’s indelible mark on society. Companies like Google, Uber, and Skype have leveraged their status as verbs to create a lasting legacy. In contrast, Twitter’s rebrand to “X” may have left the company at risk of losing its connection with users who once “tweeted” their thoughts to the world. It serves as a poignant reminder that, in the world of branding, sometimes, it’s best to stick with what works.