Rebranding is one of the highest-risk communications decisions a company can make. These takeaways examine what happens when companies change their identity — and how audiences react when the new brand doesn’t match the old promise.
4 takeaways across 2 episodes
Takeaways
- E9: A PR decision to focus on the marketing campaign may have made matters worse.
- E9: The effort seems to have alienated existing fans and confused others.
- E9: Jaguar’s promotional video has been panned by critics for lacking clarity and connection to the brand.
- E39: Ford’s CEO used “most American company” messaging as identity-forward alignment signaling.
Related Episodes
E9, E39
Related Frameworks
Alignment Signaling
Related Companies
Ford, General Motors, Jaguar, Stellantis
