{"id":655878,"date":"2024-11-25T00:00:00","date_gmt":"2024-11-25T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2024\/11\/25\/rebranding-gone-wrong\/"},"modified":"2024-11-25T00:00:00","modified_gmt":"2024-11-25T00:00:00","slug":"rebranding-gone-wrong","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2024\/11\/25\/rebranding-gone-wrong\/","title":{"rendered":"Rebranding gone wrong?"},"content":{"rendered":"

Jaguar ditched its iconic logo in a bold rebrand that triggered some <\/strong>very strong opinions. <\/strong>The luxury carmaker unveiled its new logo and slogan \u2014 Copy Nothing \u2014 in a rebrand, part of its efforts to become an electric-only brand, that will officially launch 2 December during Miami Art Week, the AP wrote<\/a>.<\/p>\n

(Tap or click the headline above to read this story with all of the links <\/strong>to external sources.)<\/p>\n

People online weren't exactly impressed. <\/strong>The promotional video<\/a> for the rebrand shows models in brightly colored avant-garde outfits and no car in sight. The video was subject to backlash including a comment from Elon Musk, who turned to X and wrote \u201cdo you sell cars?\u201d<\/a> <\/p>\n

What Jaguar had to say:<\/strong> \u201cOur brand relaunch for Jaguar is a bold and imaginative reinvention and as expected it has attracted attention and debate,\u201d spokesperson Joseph Stuable told Forbes<\/a>. He explained that the move marks a \u201cdramatic leap forward.\u201d <\/p>\n

One branding expert\u2019s take: <\/strong>Bruno Benedini, founder of Taillight Branding, explained that the campaign risked alienating traditional customers through the modernized approach \u2014 the video featured androgynous models in gender-neutral or gender-bending attire. <\/p>\n

Is Jaguar still in the room with us?<\/strong> \u201cThe campaign appears disconnected from the very traits Jaguar spent decades building. Gone are the understated elegance, performance nods, and any clear connection to British heritage,\u201d Benedini added. <\/p>\n

The right way to rebrand: <\/strong>The automaker still has the chance to keep its loyal customers happy while switching things up to bring in new customers, said<\/a> Cristy Stewart-Harfmann, a professor of digital marketing at Florida Atlantic University. She referenced the \u201cthree Ts of online reputation management\u201d \u2014 timeliness, transparency, and training. \u201cA rebrand does not need to wipe out all of its heritage,\u201d she said, pointing to the importance of holding on to the brand\u2019s core audience and making sure that the reasons for rebranding are clearly communicated to \u201celiminate confusion and maintain brand identity.\u201d <\/p>\n","protected":false},"excerpt":{"rendered":"

Jaguar\u2019s rebranding have stirred up some 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rebranding have stirred up some criticism","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2024\/11\/.91c457cf-b612-42b2-beab-d34862d22f16.mp3"},"yoast_head":"\nRebranding gone wrong? - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2024\/11\/25\/rebranding-gone-wrong\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rebranding gone wrong?\" \/>\n<meta property=\"og:description\" content=\"Jaguar\u2019s rebranding have stirred up some criticism\" \/>\n<meta property=\"og:url\" content=\"https:\/\/enterpriseam.com\/egypt\/2024\/11\/25\/rebranding-gone-wrong\/\" \/>\n<meta property=\"og:site_name\" content=\"EnterpriseAM Egypt\" \/>\n<meta property=\"article:published_time\" 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