Elon Musk's rebranding from "Twitter" to "X" has raised several questions about the future of the platform, the significance of rebranding, and consumer behavior. While this rebranding came as a shock to users, will reflection show that this was a necessary strategic move for the platform in the ever-changing social media landscape? I sat down with Dr. Benjamin Wright, a senior professional lecturer of marketing at American University's Kogod School of Business, to discuss this question and further implications, such as user experience and user preferences. Dr. Wright's research examines social media platforms and evaluates their impacts on branding initiatives and marketing-driven organizational outcomes.