LAS VEGAS — Twitter has used dozens of words, clichés and redundant phrases to describe itself during the past decade. The company’s CMO, Leslie Berland, owned up to that fact in a speech at CES 2017 that aimed to redefine Twitter and explain why 317 million people use it every month.
Instead of abandoning the myriad ways Twitter executives have described the company during the years, Berland embraced it. “So, we were a platform, a product, a service, a water cooler, a time square, a microphone, and we are every single one of those things,” she said.
When Berland joined the company in early 2016, after more than 10 years with American Express, she set out to revamp Twitter’s marketing message and understand why some people remain confused about its purpose. “Twitter shows me what’s happening in the world,” she said. “Twitter shows me what’s up. Twitter keeps me on the pulse. Twitter keeps me informed. This is why people love Twitter.”
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