Dr. Timothy Dewhirst, professor in the Department of Marketing and Consumer Studies, discussed the re-branding of Twitter to X in a commentary for the Toronto Star . 

“Given Twitter’s previously well-established brand awareness and recognition, the identification change is risky,” Dewhirst writes. 

Dewhirst, professor in the Gordon S. Lang School of Business and Economics, is a senior research fellow in marketing and public policy. His work focuses on brand strategy, business ethics, marketing and public policy, marketing communication and advertising, and sports and entertainment marketing.