Have you seen the news? Elon Musk has officially acquired the social media platform Twitter. The change is exciting for some and frightening for many, concerning both employees of the company and the everyday user. Musk faces a large percentage of employees who are unhappy with the acquisition, a user base that is confused and anxious, and a barrage of heated PR. So how can the entrepreneur overcome these challenges? How can he use Twitter’s brand to his advantage, to reestablish or reinvent the well-known platform?

Using Elon Musk’s Twitter acquisition as a case study, the Anania Bailey team presented a spirited discussion about the tools of branding and how they can be used to work through organizational challenges. The replay of the webinar is available here.