Rebranding Gone Wrong

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How Jaguar’s Tweet Missed the Mark
Insights from Demand Curve

Jaguar once symbolized elegance and innovation, with icons like the 1960s E-Type or the 90s XJ220. Today, the brand faces dwindling relevance, overshadowed by electric SUV competitors like Tesla, Rivian, and Porsche. To revive its image, Jaguar recently went bold—but perhaps too bold—with a controversial rebranding campaign.

Lessons from Jaguar’s Rebranding Faux Pas

1️⃣ The Tweet That Went Too Far
Jaguar posted a cryptic tweet, purged its previous social media history, and temporarily removed all references to its cars on its website. The move garnered 50M+ views, but not for the right reasons. Instead of intrigue, it sparked ridicule, with many labeling it out of touch. Without a product announcement to anchor the campaign, the buzz felt hollow.

2️⃣ Neglecting the Core Audience
In chasing younger, tech-savvy buyers, Jaguar alienated their traditional base of older enthusiasts who appreciated the brand’s British heritage. The avant-garde messaging lacked the tech-forward appeal of rivals like Tesla, nor did it embody Jaguar’s legacy of luxury and sophistication.

3️⃣ All Hype, No Substance
The campaign drew attention, but with no tangible product tied to the buzz, it felt like a missed opportunity. A flashy rebrand without an electric vehicle or innovative feature to showcase only underscored Jaguar’s struggle to keep up in a rapidly changing market.

The Takeaway
Rebranding isn’t just about making noise—it’s about aligning with your audience, the culture, and your product. Jaguar’s misstep highlights critical lessons:

• Engage new audiences without alienating loyal customers.
• Tie your rebranding efforts to a meaningful product launch.
• Understand current trends, like nostalgia or smart tech, to stay relevant.

Rebranding can be powerful, but only when it’s grounded in authenticity and substance.

How Humor Turns Brands Into Friends
Insights from Ariyh

Using humor to connect with your audience can be a game-changer, especially when it’s lighthearted and friendly. Done right, playful teasing can boost engagement, humanize your brand, and foster stronger connections. But beware—crossing the line can do more harm than good.

🔑 Make It Friendly, Not Offensive
Poking fun at relatable customer behaviors (like procrastinating until closing time) can make your brand feel approachable. However, avoid jokes about sensitive topics like appearance or past experiences, which may alienate or offend.

Why It Works: When brands feel human and relatable, customers are more likely to engage. Think of it as joining in on a lighthearted conversation, not delivering a roast.

🔑 Humor Builds Brand Connection
Playful banter boosts social media engagement by creating moments that feel personal and interactive. Research shows that customers perceive playful brands as more “human,” leading to stronger emotional connections and increased loyalty.

Examples:

Wendy’s: Their “National Roast Day” thrives on friendly roasts that make people laugh and respond.

Ryanair: Their self-deprecating TikToks consistently resonate with audiences, making them laugh at the brand’s quirks while fostering engagement.

🔑 Avoid the Pitfalls
While humor can elevate your brand, mean-spirited or overly provocative jokes can backfire, especially when they touch on personal traits or sensitive issues. Negative humor damages your credibility and risks losing trust.

Pro Tip: Pre-test your campaigns with focus groups to ensure your humor lands as intended.

The Takeaway
Humor, when used responsibly, can make your brand unforgettable. Create light, positive moments that resonate with your audience, and keep your tone playful yet respectful. A well-timed joke can do wonders for engagement, but keep it in line with your brand’s image and values.

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