The Jaguar mistake

Remember Jaguar's rebrand last year?

Sales dropped 97.5%.

I've been following this case study closely because it perfectly demonstrates something.

The power of brand consistency - and what happens when you abandon it.

When Jaguar launched that controversial rebrand, some people said "wait and see."

Others immediately called it a disaster.

The data is now clear: they were right to be concerned.

Here's what the Jaguar case study teaches us:

✅ Brand consistency matters

→ Your audience expects a certain version of you - radical changes confuse them
→ Trust takes years to build but can be destroyed overnight with misaligned messaging
→ When you abandon what made you credible, you're starting from zero
→ Consistency compounds - every aligned interaction reinforces your reputation

The Jaguar mistake, that’s easy to make:

→ Chasing trends - Completely overhauling your message to follow the latest fad
→ Abandoning proven positioning: Changing your core narrative because you're bored, not because it's broken
→ Ignoring audience feedback: Pushing forward with new messaging despite negative prospect responses
→ Thinking you need to reinvent yourself rather than evolve strategically

✅ What strategic evolution actually looks like:

When you refine your message while maintaining your core positioning, you build momentum.

Your existing network continues to trust and refer you.

New prospects can easily understand what you stand for.

And your reputation compounds rather than resets.

Jaguar thought they needed a revolution when they actually needed evolution.

Don't make the same mistake with your brand.