I have to remind myself that brands always change and their first iteration usually never stick around. Look at the original Twitter, for example. There’s a good chance it will change again quickly.

In terms of timing, as I said in an earlier note, I speculate it could be a desperate move to stop people from leaving. Pay creators + rebrand.

Rebranding is good for harnessing attention and just so happens to be great at diverting attention from Threads.

I do not think it is detrimental, but probably the exact thing that needed to happen.