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When Jean-Pierre Dube saw the news that billionaire Elon Musk was scrapping Twitter's blue bird logo in favour of an Art Deco-style black and white X, the marketing professor thought it was a joke.

"Why take a recognised brand, with a lot of brand capital around it and then completely throw it away and start from scratch?" said Prof Dube, who teaches at the University of Chicago Booth School of Business. "In the short-term, it seems weird."