When it comes to making headlines, Elon Musk never disappoints. Recently, he stirred up the tech and business worlds by redirecting his rare single-letter domain, X.com, to Twitter, a move as audacious as it is fascinating.
In a tweet on July 23, 2023, Musk posted:
X.com isn’t just any domain; it carries a rich history and is a testimony to Musk’s strategic foresight. Acquired back in 1999 for his first online payment company that later evolved into PayPal, X.com was a dormant asset after PayPal’s sale to eBay in 2002. Musk recognised the domain’s potential and reacquired it in 2017 for an undisclosed amount, allowing him to tap into its inherent value today.
Buying Tesla.com took over a decade, $11M & amazing amount of effort. Didn’t like TeslaMotors.com even when we were only making cars.
Elon Musk, CEO of Tesla
Musk’s use of X.com for a Twitter rebrand is a unique approach that underlines the potential of domain names in modern branding. The move is a testament to his grasp of digital real estate’s importance but in terms of rebranding a so well-known and love brand? Only time will tell if this bold move will work in Musk’s favor.
It’s an exceptionally rare thing – in life or in business – that you get a second chance to make another big impression. Twitter made one massive impression and changed the way we communicate. Now, X will go further, transforming the global town square.
Linda Yaccarino, CEO of Twitter
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