Twitter's CMO Explains Today's Brand Refresh and the New 'See What's Happening' Ads

Leslie Berland says new ads tell an old story, better

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What is Twitter, and what is it for?

Those are pretty basic questions for a company that's been around for a decade and, by its own reckoning, has 90 percent name recognition among consumers worldwide. But nonusers, by and large, still can't answer them. 

Twitter admitted as much today, as it rolled out the first materials in a new ad campaign designed to explain, once and for all, why those nonusers—who are obviously key to the company's growth, as Adweek reported in March—should start using it. 

So, what is Twitter?

It's a place where you can "See what's happening," says the new tagline, both in the social and professional circles you build on the platform, and in the world of sports, news and any other public sphere imaginable.

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