How to kill a brand in X steps

Once upon a time, Twitter was a global town square where news broke, movements started, and memes flourished. Today, under Elon Musk's "creative" direction, it’s more like the digital Wild West—lawless, chaotic, and bleeding users. With accusations of bias, manipulation, and a general sense of "what even is this anymore," Twitter’s spiral offers a masterclass in how to torch a brand’s soul.

Here’s the thing: Musk didn’t buy Twitter to preserve its brand. He bought it for the megaphone. And while it’s probably a gamble that will make him richer than the GDP of some nations, the rest of us are left cringing as we watch what was once a cultural cornerstone lose 80% of its value.

So, what went wrong? Let’s break it down:

Step 1: Abandon Core Values

Twitter used to be about connection and open dialogue. But when you throw away the playbook that built your loyal user base and swap it for… whatever this is, you end up alienating the very people who kept your brand alive. Values matter. When they’re replaced with chaos and controversy, the foundation cracks.

Step 2: Disregard User Experience

Here’s a fun fact: people don’t like it when their favorite platforms suddenly feel like work. X's frequent policy changes and reinstated banned accounts have turned it into a digital dumpster fire. It’s like someone invited every internet troll to the same party—and forgot to tell security. A seamless, enjoyable user experience? It’s not just nice to have. It’s survival.

Step 3: Dismiss Transparency

Let’s talk rebranding. When Musk turned Twitter into “X” overnight, most of us were left scratching our heads. What does it mean? What’s the strategy? Who asked for this? Clear communication builds trust, and when brands pull stunts like this with no explanation, users start feeling like pawns instead of partners. Spoiler alert: that’s bad for loyalty.

Step 4: Ignore Competitor Momentum

Meanwhile, over at Bluesky, Jack Dorsey is sipping tea and welcoming waves of disenchanted ex-Twitter users. Bluesky’s pitch? A clean, community-focused experience—exactly what people miss about old-school Twitter. Ignoring competitors that fix what you broke? That’s a rookie mistake, even for a billionaire.

Step 5: Overdo Shock Value

Controversy drives clicks, sure. But it’s not a long-term strategy. X has leaned hard into polarizing content, reinstating divisive figures and allowing unchecked extremism. The result? More headlines, fewer users. Shock value might get attention, but it’s no substitute for meaningful engagement.

What Can Leaders Learn from This Mess?

Brands aren’t indestructible. They’re ecosystems of trust, values, and community—and all three are fragile. If you want to kill your brand, Musk’s roadmap is clear: disregard your users, play fast and loose with your values, and alienate your core audience.

But if you’d rather build something lasting? Start with transparency, prioritize the people who matter, and stick to your values like they’re the last donut in the box.

It’s not rocket science. (Although Musk might disagree.)