Started a job in July I was 60% qualified for. By December I had made enough changes to the job description (by adding things I was able to do that prior people couldn't), my manager decided to reclassify my job. New title, new description, new salary pay band. Manager hands me an envelope with my new title, description, and rate of pay. I say "thanks, but we just created a job that I'm 95% qualified for. I expect to be in the 95% qualified section of the new pay band, but this rate is for the 60% qualified. We go back and forth for three months. With 1 hour notice he calls me into a phone meeting with his boss where I can state my case for a proper raise to reflect my new duties.
Big boss says "we don't negotiate raises, you were hired at 60% qualified, you'll stay there, and get 1-3% raises annually based on merit. If you want a raise, find another job." I did.
Last I heard my job was filled by one of my subordinates who was maybe 30% qualified. The good news is the job was kind of a joke, so I'm glad one of my old reports was getting a huge raise to do essentially her same job, because even my boss didn't understand the changes I made, and they were instantly forgotten when I left.
I can fathom no world where you'd want to trade away a multi billion dollar brand for a new brand you literally can't SEO. What, you think your brand is gonna be more impressive that the generic variable, and a part of the alphabet?
"Follow me on Twitter" becomes "follow me on X"? "You should tweet that" becomes "you should X that"? The little blue bird on every shop window, website, and business card becomes a stylized letter that, hopefully, doesn't look so threatening on the next iteration?
It's a textbook case of brand destruction. I almost regret never making a Twitter in the first place, just so I could quit today, or at any of the hundred days in the past year where it got inexplicably worse without reason.