DAY 13 | Wokisme : Une capacité infinie à tout dégueulasser (When shit hits the turbofan)

Britain's new mobility scooter

Rebranding campaigns are meant to generate awareness and favorable press coverage

Rebranding campaigns are meant to generate favorable awareness and positive press coverage about products. But in the case of Jaguar, its efforts this week to rebrand the iconic British car created the wrong kind of attention, including a headline-making controversy, criticism, and detractors.

“A promotional video for a rebrand of British luxury car brand Jaguar is being criticized online for showing models in brightly colored outfits—and no car,” the Associated Press reported.

“It drew ire online, with people complaining about the lack of a car and the confusing message. X owner Elon Musk wrote on X, ‘Do you sell cars?’ People also complained about the new, stylized, logo. The ‘leaper’ jaguar image has also been reimagined,” according to the wire service.

Brand and public relations experts weighed in about the company’s rebranding crisis, and how it and other businesses can recover from or avoid a similar situation. 

“From a branding perspective, the rebrand feels like a misstep. The video, featuring androgynous models in gender-neutral or gender-bending attire, risks alienating traditional customers in a climate where numerous brands have recently faced backlash for their perceived political stances,” Bruno Benedini, founder of Taillight Branding, observed via email.(Forbes, Edward Segal, Nov. 23, 2024)

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