Where were the corporate communicators?

Where were the corporate communicators when Jaguar decided to unveil its new logo?

Last week Jaguar unleashed its new logo followed by a visual advertisement. What was intended to resonate with younger audiences ended up diluting Jaguar’s legacy and sparking ridicule online.

Corporate communicators hold a pivotal role in bridging creative vision and brand integrity. The Jaguar fiasco is a classic example of what happens when corporate communications is excluded from leadership and strategy discussions,. They lose the opportunity to align bold ideas with the brand’s core values.

A similar story unfolded in 2020 when Gap, the clothing retailer, replaced its classic blue box logo with a modern Helvetica design. The backlash was immediate—critics called it generic and uninspired. Within a week, Gap reverted to the old logo, incurring millions in redesign costs and reputational damage.

These examples show that poor branding decisions alienate loyal customers and tarnish reputations, often forcing companies into costly reversals. It is then left to the communications function to salvage the pieces. Not an easy task at all. And one that could have been so avoidable.

Corporate communicators need to ensure their voices are part of strategy and leadership discussions. They must position themselves as strategic advisors by regularly sharing insights on consumer perception, brand equity, and cultural trends. By going beyond their role as mere executors of messaging, they can help build credibility within leadership teams.

Ensuring the Right Narrative and Messaging

1. Conduct Comprehensive Stakeholder Analysis

Rebranding decisions must account for how loyal customers, employees, and partners perceive the brand. Communicators can lead stakeholder consultations to gauge reactions before a new logo or campaign goes public. Backing opinions with data—consumer surveys, focus groups, or competitor analysis—can provide tangible evidence of the potential fallout of risky branding moves.

2. Scenario Planning for Reputation Risks

Before implementing bold changes, communicators should prepare for potential backlash. What will the stakeholders say? Who is the audience? How will competitors exploit missteps? Developing proactive responses can mitigate damage.

3. Amplify Authentic Brand Stories

Corporate communicators are the guardians of a brand’s legacy. They should evaluate whether new initiatives align with the brand’s identity. Instead of overhauling visual identities, communicators can drive campaigns that highlight the brand’s evolution without abandoning its essence. A storytelling approach—in this instance; emphasising Jaguar’s journey from speed and performance to sustainability and innovation—might have resonated more deeply with audiences.

To prevent branding disasters, corporate communicators must play a proactive role in:

1. Cross-Functional Collaboration: Work closely with marketing, design, and leadership teams to ensure alignment across all touchpoints. They need to say ‘no’ where required and stand their ground when they identify a potential misstep.
2. Customer-Centric Focus: Act as the customer’s advocate in internal discussions, challenging ideas that could alienate the audience. Communicators know their key stakeholders. Their expertise lies in tailoring narratives based on the audience.
3. Risk Assessment and Mitigation: Use scenario planning to anticipate and address potential pitfalls in branding initiatives. Scenario planning needs to be done in collaboration with the brand team and other relevant functions so that all aspects are considered.

Jaguar’s logo fiasco underscores the importance of communicators in guiding branding strategies. By securing a role in leadership discussions, emphasising data-driven insights, and championing brand consistency, communicators can prevent missteps that dilute a brand’s equity.

Ultimately, successful branding is less about making a loud statement and more about staying true to what makes the brand unique. As guardians of narrative, communicators must ensure every initiative reflects the brand’s values, resonates with its audience, and safeguards its reputation.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Sarita Bahl

Sarita Bahl is an alumnus of Tata Institute of Social Sciences and the Swedish Institute of Management Program. An experienced and versatile leader, she comes with nearly four decades of professional experience. She has over the years successfully overseen the communications and public affairs function and led the corporate social responsibility strategy for Bayer South Asia, Pfizer, and Monsanto, among others. Sarita has held multiple roles across diverse industries, the public sector, trade associations, MNCs, and the not-for-profit sector. Her areas of interest include advocacy, stakeholder engagement, sustainability, and communications.

As an Associate Certified Coach (ACC) from the International Coaching Federation (ICF) and Senior Practitioner (Mentoring) from the European Council of Mentoring and Coaching (EMCC), Sarita specializes in career transition, inner engineering and life issues. Sarita enjoys writing and is passionate about animals, books, and movies.