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Digigram | September 2023

Published by Gert Christen

In this edition of Digigram:  #1: AI Boom in San Francisco: The Next Gold Rush? – The whole world seems to be bashing San Francisco for empty offices, high prices, and drug addicts downtown. Away from this noise, AI startuppers have quietly taken over the Hayes Valley neighborhood behind the Opera House and turned it into the world’s leading AI hub under the cryptic name of “Cerebral Valley”. From state-of-the-art hacker houses to a focus on inclusivity and transformative technology, this enclave has become the stage for the next wave of startups. Can Cerebral Valley revive San Francisco’s tech scene and establish it as the epicenter of the AI boom? The VCs think so and are all over this emerging community. #2: When Tech Titans Rebrand: Driven by Business or Ego?  – Bye-bye Twitter; meet “X.” Farewell Facebook, hello “Meta.” Adios, Google, call me “Alphabet.” When big tech companies suddenly change their names, is it a brand makeover for the better or just an ego show of their high-profile CEOs? While Elon Musk seems to …

When Tech Titans Rebrand: Driven by Business or by Ego?

Published by Gert Christen

In an era where the pace of change is breakneck, even giants in the tech industry are not immune to the impulse—or necessity—to rebrand. A logo tweak? Sure. A new color scheme? Why not. But completely changing a company’s name? That’s a seismic shift with far-reaching consequences. To dive into this high-stakes game, let’s examine a few notable examples: Twitter’s transition to “X” post-acquisition by Elon Musk, Facebook’s morphing into Meta under Mark Zuckerberg’s directive, and Google’s metamorphosis into Alphabet. The Pros: A Fresh Coat of Paint Twitter to X: Fueling Aspirations Badly When Twitter was acquired and rebranded as “X” by Elon Musk, it was more than just a name change—it signaled a broader ambition. The rebrand set the stage for the platform to stretch beyond its 280-character comfort zone, potentially tapping into other Musk ventures. This bold move captured investors’ imaginations (Twitter needs more revenue streams. Always did!) and users’ wrath. The intransparent, clumsy communications led to confusion, causing advertising clients to cancel their campaigns. My personal opinion: this blunder was so unnecessary …