To ditch one of the most recognisable brands in the world, which has created new meanings to words such as tweet, peeps, tweeting, etc. is a high risk strategy. Listen to your brand specialists, before starting on this road. No matter how good the endgame - you have to take your users with you on that journey. Itโs not just the product in itself, but the emotional connection. Destroy that at your peril. Itโs challenging to emotionally connect to the colour black as well as the letter X.