“When a rebrand gives the consumer whiplash, it can either be a nice unexpected surprise like a roller coaster or it can be a trip to the ER,” Reilly Newman, a brand strategist and founder of Motif Brands, and commented via email.
In an effort to stand out from the competition, it is possible to try too hard.
“Unfortunately, it appears Jaguar went too far in its attempt to be bold. The rebrand has created a crisis because they have successfully denounced what the brand has become known for and respected. This challenge is hard for humans because its a ‘redefining’ moment where they have thrown out the preexisting ‘meaning’ assigned to the perception of the automaker and then told the same audience a new ‘meaning’ that lacks substance and appears to be progress for the sake of progress,” he noted.”
