Christopher Leidinger is a branding expert as founder LIT Create. He has been instrumental in the rebranding of major fintech players in Nuri and Solarisbank, as well as smaller scale enterprises ranging from a chemistry startup and a chocolate startup to an AI food delivery startup, a craft spirit brand and even an underground techno club in Berlin. Furthermore, LIT has worked with Airbnb, Volkswagen and Hyundai on various image and ad campaigns. We discussed the state of branding, what it is, how it’s evolved and why every company, big or small, should be cognizant of the image it projects and also got Christopher’s take on Twitter’s rebrand to X.