The recent renaming of Twitter to “X Corp” by Elon Musk has sparked a debate in the world of intellectual property and advertising. Legal and advertising specialists are questioning Musk’s decision and warning about possible short- and medium-term legal and financial consequences.
Josh Gerben, a trademark attorney, has analyzed Musk’s decision and its implications. Gerben believes that getting rid of such a valuable and recognizable asset as the name and logo of Twitter was unprecedented in business history. Additionally, he highlights that registering trademarks in the United States and other countries is a process that takes years of effort.
The attorney argues that the global distribution and marketing of products under the new “X Corp” brand would have been less complex if the name Twitter had been retained. The likelihood of successfully registering the “X” trademark, especially overseas, is low. Gerben even claims that the chances of “X Corp” facing lawsuits are 100%.
Possible lawsuits could involve industry giants like Microsoft and Meta (formerly Facebook). Gerben predicts that the first lawsuits could appear in courts in the coming weeks. While legal disputes in other countries might have a minor impact, they will be relevant to the strategy pursued by the plaintiff companies.
Microsoft and Meta could be potential plaintiffs in this scenario. Microsoft has held a trademark related to the letter “X” since 2003, referring to its video game console Xbox. On the other hand, Meta Platforms (formerly Facebook) federally registered a trademark associated with the letter “X” in 2019.
Although up to now, Meta and Microsoft haven’t shown intentions of suing Musk, the possibility of conflict remains. If “X Corp” threatens the value of the mentioned brands, these companies could take legal action to protect their rights and interests. Gerben emphasizes that legal actions related to trademarks often arise when a logo, slogan, or name causes confusion among consumers.
In conclusion, the name change from Twitter to “X Corp” has sparked controversy that goes beyond the surface, involving legal, intellectual property, and business strategy matters. The future of this dispute lies in the courts and the decisions made by the affected companies.
