In today’s episode of The Small Business Show, Bill Harper, CEO and Chief Creative Officer of BrandBoss HQ, shares his perspective on effective brand strategy and lessons from Jaguar’s recent rebrand.
Harper criticized the company’s decision, likening it to other infamous rebranding failures like those seen with Tropicana, Gap, and Pepsi.
Prior to rebranding, Jaguar’s represented elegance, luxury, and prestige. It had a timeless identity that was recognized and admired worldwide. For years, it wasn’t just about owning a car; it was about owning a symbol of status and heritage.
However, Jaguar’s recent rebranding attempts, which focus on appealing to a younger demographic, are seen as an attempt to abandon its strong legacy. According to Harper, this is a huge misstep that risks alienating its core audience without truly connecting with the new generation of consumers.
Instead of honoring the brand’s rich history, Jaguar attempted to adapt its image in a way that would resonate with a younger audience, leaving behind the very elements that made it unique. In doing so, the company has lost sight of what made it desirable in the first place. Loyal customers, who value the brand’s heritage and luxury, now feel confused and disappointed by the recent changes.
The rebranding has already sparked widespread criticism online, and Harper predicts that this misstep will not only harm Jaguar’s reputation but also result in significant financial losses. He believes the company will eventually have to backpedal within a few months to reclaim some of its lost brand equity. The recovery process, however, will come at a steep cost.
Harper explained that the biggest mistake that many brands make is the tendency to abandon what made them unique in search of a more generic solution. Many companies focus on superficial changes, like tweaking logos or refreshing colors, instead of addressing more profound, more fundamental issues like product appeal, market positioning, or brand identity. This shallow approach often leads to a diluted brand that fails to stand out in a crowded market.
Harper advises business owners and brands considering rebranding to ask a crucial question: “Are we solving the right problem?” This question, and others like it, are crucial in guiding a successful rebranding strategy. It’s not enough to make changes for the sake of change; success lies in understanding the core issues and finding the right solutions.
It’s not enough to chase trends or make changes for the sake of change. Success lies in maintaining the aspects of a brand that truly resonate with customers while finding ways to evolve and stay relevant.
"A brand refresh should be about aligning with where your brand is headed, not just changing for the sake of change." – Bill Harper
