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It's one of the biggest, boldest rebrands of recent years, but Elon Musk's decision to turn Twitter into X is a major departure from the marketing textbooks. So will it succeed?

Four leading rebrand experts join Evan Davis to have their say: Keith Wells, founder and director of Brandwell; Caroline Wiertz, professor of marketing at Bayes Business School (formerly Cass) – City, University of London; Lee Rolston, chief growth officer at Jones Knowles Ritchie; and Amanda Mackenzie, former chief marketing and communications officer at Aviva.

(Picture: Elon Musk's face seen on a mobile device with the X and Twitter logos in the background. Credit: Jaap Arriens/NurPhoto via Getty Images)