Rebrands used to mean new logos, sleeker fonts, sharper taglines. That definition has lost grip.
Jaguar’s 2025 campaign hints at a deeper layer. They removed the cars from their own ads. Unsettling? Yes. Effective? Possibly more than expected. Even Elon Musk responded. The point? They didn’t just refresh their aesthetic. They shifted their signal.
They tuned for disruption, not decoration.
The Peril and Precision of Provocation
Controversy behaves like a flare: it draws the eye. Jaguar’s campaign did just that. Some called it “genius,” others labelled it “woke.” Both terms serve the same end: attention. And in a field crowded with sameness, that might matter more than consensus.
Yet provocation carries cost.
Budweiser stumbled when their shift disconnected from their core field. The lesson? Shock untethered from resonance often snaps back.
When Product and Pattern Align
Noise fades unless anchored by substance. Jaguar appears to know this.
Their new electric GT doesn’t play backup. It takes centre stage. With over 430 miles of range and 500+ horsepower, it tells a coherent story: this brand speaks electric fluently, not as a gimmick but as identity.
Without this anchor, a bold campaign becomes satire in disguise.
Legacy Brands: Caution or Complacency?
Ford’s recent rebrand moved less like a leap and more like an echo. Safe. Familiar. Easily forgotten.
Jaguar may risk caricature by leaning into cultural signals, but at least they moved. Both examples reflect the same harmonic law: repetition dulls resonance. Vision, to hold weight, must arise from within rather than mimic Tesla’s notes.
Risk, Reward, and Field Readiness
Bold rebrands demand more than aesthetic bravery. They require field alignment.
Not just knowing your audience, but sensing whether the signal lands where it needs to. Jaguar’s critics might never have entered the showroom, but investors still watch the arc.
Budweiser reminds us: caution often costs less than misfire. Risk pays when it emerges from tuned intent.
Frequently Asked Questions
Q: Doesn’t a rebrand just involve logos and colours?
Not anymore. In 2025, rebrands function more like strategic retunings. They must disrupt, resonate, and reset perception.
Q: Can controversy help a brand?
Sometimes. When it supports a credible core, controversy amplifies. Without depth, it corrodes.
Q: What if customers dislike the change?
That always occurs. The more important signal: did they care enough to respond? Indifference carries more risk than disapproval.
Q: Do safe rebrands still work?
Rarely. Familiarity may soothe the current base but seldom invites new engagement. In saturated fields, safety feels like static.
Final Takeaway
Jaguar’s 2025 rebrand doesn’t follow a formula. It plays a different scale.
Imperfect? Likely. But bold. And in a market where silence erodes faster than critique, boldness might keep the field alive.
If your organisation feels due for a rebrand, consider this:
What conversation do you want to ignite tomorrow?
And what signal would compel others to join it?
Don’t just redesign the surface. Tune the intention. Let coherence carry the tone. If you still feel unsure, revisit the FAQs above as a tuning fork.
Stephen Bray doesn’t do hype. He does insight. If your business feels stuck in its own story, you’ll find a different kind of guide here.
© 2025 Stephen Bray. Patterns in life and business, simply told.