And we’re back!

I’m so X-cited. NOT!

Before we jump in further…

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Deep(ish) Millennial Thought of the Week

I can’t find any reason not to be baffled by Twitter becoming X.

If I cared enough about the platform at this point, I’d probably be even more incensed by this baffling rebrand. While it might come down to hubris and nothing more from Elon, the marketer in me (who has worked on many rebranding and repositioning campaigns for companies as big as Target and as small as the startup you never heard of) is still riddled with how in 2023, something so bizarre could have happened relatively overnight.

Perhaps the only thing Twitter had left at this point was brand equity boosted by a nostalgia of what the platform used to be like. We still thought the bird was fun and “tweeting” still had a nice ring to it. Well, that’s all gone now. I’ve spoken with many peers offline on this subject, and even the most diehard Musk defenders admit that they feel a bit silly on a platform headlined by a giant omnipresent “X.”

The rebranding of the platform formerly known as Twitter did in fact get me thinking: what are some of the other great rebranding misfires? While there are a plethora to choose from, this whole incident reminds me most of one:

George Costanza’s failed attempt at becoming “T-Bone” in Seinfeld’s “The Maid” episode.

From my point of view, there are striking similarities to Elon’s decision here.

• George was feeling that he took his name as far as he could go. So did Elon.

• George inexplicably picks something he thinks sounds cool. So did Elon.

• George ultimately fails in convincing his co-workers to call him “T-Bone” after another co-worker also orders a T-Bone steak at lunch. Well, it looks like other rival companies already have a claim to the “X” trademark as well.

Time will tell if X does mark the spot. But my guess is somehow, this whole thing will be reversed when it doesn’t take. On the bright side, it gave me a chance to include George Costanza in this newsletter. I can guarantee it won’t be the last time.

THE VERDICT: When Twitter becomes X, go ahead and ease the pain by catching up on your favorite Seinfeld moments. Serenity now.

Less Deep(ish) Millennial Stuff of the Week

• MILLENNIALS ARE HAVING LESS KIDS. And turning to TikTok instead. (CBS News)

• BOOMERS ARE FLEXIN’ OVER MILLENNIALS. Older generations are spending faster than younger ones. Just rub it in more, Boomers. (Yahoo!)

• MILLENNIALS ARE SO HOT RIGHT NOW. And it’s likely due to climate change. (The New York Times)

• GEN Z ARE BAD TIPPERS. Of course they are. (Yahoo!)

Millennial Commercial Spotlight

This week, we continue our ode to Jason Alexander with his shockingly hair-filled adventure in McDonald’s 1985 commercial promotion for the launch of the “McD.L.T.” hamburger. Watch this and thank me after.

This commercial has everything and I’d like to think it exists within the Seinfeld universe as George’s big break that never materialized. George in an 80’s suit? Check. George singing the praises of this new menu item as if he is in McDonald’s take on West Side Story? Check. In fact, let’s petition to make this whole storyline come to Netflix.

Appealing to those who wanted their hamburger hot, hot and lettuce cool, cool, the McD.L.T. actually remained on the menu until 1995 until environmental activists had it pulled due to its styrofoam packaging. You can read about that and all of McDonald’s failed menu items here.

We here at Curb Your Millennialism would like to think this would have been a go-to item on “The Summer of George” menu.

Millennial Album Spotlight

After sitting on the Curb Your Millennialism porch, we decided it’s time to share more on the music we love with our official “Still Rocks” stamp of approval for the best music of the greatest generation. This week, it was only fair to showcase the song that inspired George Costanza’s now famous answering machine recording, Joey Scarbury’s 1981 smash hit, “Believe it or Not.”

Originally written for the TV show “The Greatest American Hero” and adapted by George years later, this song will have you humming about while you try to erase the fact that Twitter is now X from your brain.

Listen here.

That’s all for this episode…

Before I go, a little about me:

I’ve been in omnichannel marketing, business development, sales and operations for startups and big brands alike for over 15 years now. If you’d like to talk with me about consulting, find me on LinkedIn, Twitter X and now Threads or reply to this email. You can also book some time with me on MentorPass. Or you can get creative, I know you have it in you!

Thanks for tuning in. Until next time, 🎶 where could I be?!?! 🎶