Corporate rebranding can refresh a company's image, but if employees feel misaligned with management, it can lead to failure. The transition from Twitter to X exemplifies this risk, as poor employee morale stemming from a 'hardcore' ultimatum and layoffs left many disengaged. Consequently, the rebrand did not resonate internally or externally, increasing usage drop. In contrast, Dunkin’ effectively engaged employees during its rebrand from Dunkin' Donuts, fostering positive reception, which highlights the importance of internal alignment in branding strategies.
The rebrand to X was announced after employee unrest and headcount cuts, resulting in employees who were unconvinced to support the change.
Dunkin' managed to bring employees into the rebrand, aligning their identity shift closely with an improved employee experience.
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