Branding is a strategy for differentiation and growth. So too, is changing a brand name. Elon Musk’s Twitter has plenty of problems that require new strategies. It finally has a powerful competitor of size in Meta’s Threads. It lost nearly 60% of its ad revenue last year. The platform has regular bugs that hurt users’ experiences. And Musk reduced oversight of hateful and pornographic posts, leading brands to fear reputational damage and reduce ad spending on the platform. Musk’s goal for Twitter is ambitious. He wants it to be a single platform for all things online. For example, as one of the founders of PayPal’s predecessors, it’s not surprising he wants to add a payments business on Twitter to reduce reliance on ad dollars. He wants open and unconstrained communication among users, with users calling out and limiting the behavior of bad actors….