When a ROOOAAAAARRRR goes bad
- Julie Sanchez
- Nov 22, 2024
- 2 min read
Happy Friday,
How was your week?
Mine was the conclusion of months of rebuilding after Debbie's visit and decided to flood my basement. Yay, it's over. Now chop chop, Christmas is around the corner.
I was ready to write all about personal branding but decided otherwise….
But Bud Light and X were discussing their epic brand failures and how they still haven't recovered and Jaguar walked in and said "Hold my beer…
Watch Copy Nothing
Watch it again
And became the new champ in 30 seconds, destroying every brand code they built since 1922, even the one reinforcing that they sell cars.
Just watch their previous activations
British, Luxury, strong logo reinforcing speed and elegance a jaguar has. Big actor, big budget, big music, big copywriting, showing speed, reinforcing elegance and status.
Granted, they have been suffering for years. There are no new models and lots of discontinuation, and brand equity, relevance, and consideration are down while awareness remains high and no longer stands for anyone.
But the departure is so significant that they have managed to alienate the few still loving and buying their cars while ensuring everyone else writes it off, all in under 30 seconds. Maybe that's how it relates to their car performance.
Doing a rebrand is hard work; 50% of it is acknowledging something is wrong, going deep to understand the whys and having the courage to fix it delicately while convincing a million stakeholders. (Emphasis on delicately!)
Who did this? Homer? Was consumer research included? How did they pull it off and convince management that this was it? What's even more fascinating is that they are holding their guns, telling everyone that soon we will see things their way (what?).
A brand is whatever we think, what your consumers (actual and potential) think it is. And this isn't that.
And instead of deleting the ordinary, they are deleting their equity at jaguar speed.
See you next week
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