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Elon Musk's Twitter Rebrand: A Strategic Leap Or Misstep?
By Arnaud PETIT access_time 2 min read

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,, to Twitter, a move as audacious as it is fascinating.

In a tweet on July 23, 2023, Musk posted: 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, 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.

Musk is not new to premium domains, in 2016 upgraded to

Buying took over a decade, $11M & amazing amount of effort. Didn’t like even when we were only making cars.

Elon Musk, CEO of Tesla

Musk’s use of 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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