The world of branding is shifting—boldly, controversially, and sometimes chaotically. A recent case in point? Jaguar Land Rover’s (JLR) ongoing rebranding saga, now making global headlines not just for its bold vision, but for the backlash that followed.
Earlier this week, BBC Business reported on the tensions surrounding JLR’s leadership transition and the brand’s new image. President Donald Trump took to social media to denounce Jaguar’s latest ad campaign as “woke” and “a total disaster,” criticizing its direction under outgoing CEO Adrian Mardell—who notably spearheaded the removal of the iconic cat logo and championed a pivot toward electric vehicles.
Jaguar’s latest campaign features brightly dressed models posing in a surreal, pink desert setting—no cars, no logo, just abstract imagery. It was a radical break from the brand’s legacy-driven identity and sparked a flurry of online backlash.
Meanwhile, American Eagle, a fashion brand not typically caught in political conversations, released an ad campaign featuring actress Sydney Sweeney—best known for her role in Euphoria. The campaign showed off American Eagle jeans with a youthful, stylish aesthetic. And this time, Trump praised it as the “HOTTEST ad out there.”
The difference in response was stark.
While Jaguar got dragged, American Eagle got endorsed—and their stock price jumped. Why? Because the campaign struck a cultural nerve in the right direction. It appealed to emotion, identity, and timing. It felt right to the audience they were speaking to.
What We Can Learn From Jaguar vs. American Eagle
At Touchstone, we help brands navigate their own identity shifts—whether subtle or seismic. Here’s what these two cases teach us:
1. Your brand doesn’t exist in a vacuum. Every campaign lives within a cultural, political, and emotional landscape. Your message must align with the moment or risk becoming a punchline.
2. Clarity wins over confusion. American Eagle showed jeans. Jaguar showed… dust and dancers. In a world of short attention spans, clarity often beats complexity.
3. Leverage your audience’s identity, not just aesthetics. Sweeney’s campaign tapped into cultural relevance, youthfulness, and even subtle political identity. It felt authentic. Jaguar’s campaign felt detached.
4. Public sentiment can make or break your strategy. Sometimes the difference between being praised and panned is just one misstep in messaging—or one stroke of brilliance.
5. Be bold, but be strategic. Jaguar’s electric future is promising. But they may have veered off-brand too far, too fast. American Eagle took a bold leap—but in a direction their audience understood.
Your Brand Deserves Better Than Guesswork
Whether you’re a startup, a legacy business, or somewhere in between, your brand decisions matter. In today’s noisy market, smart storytelling, emotional relevance, and cultural awareness are no longer optional—they’re essential.
At Touchstone Limited, we help you craft branding that doesn’t just make noise—it makes impact.
Let’s make sure your next campaign is the one they’re praising, not the one they’re dragging.
Comments (0)
Leave a Comment