2025’s branding headlines could double as reality TV recaps. HBO Max rebranded as Max. Then walked it back. Jaguar ghosted their roots. Then fired their agency. Bud Light went full Mulvaney—then spent over a year trying to climb out of the crater, finally resurfacing with UFC sponsorships. Different industries. Different audiences. Same result: massive reversals on public stages. So what are we actually seeing here? Not just regret, but a lack of alignment between brand, culture, and timing.

HBO: Clear Identity, Clean Recovery

Nobody was asking for “Max.” It’s been HBO for decades. That name carries weight, cred, and cultural relevance. What was the point of stripping it down? It completely missed the mark. But here’s where they won: they didn’t pretend it worked. They chalked it up to a loss and moved on. That kind of brand maturity builds trust.

Jaguar and Bud Light: Culture Mismatch, Brand Disconnect

Bud Light

The problem wasn’t the inclusivity message, it was how the brand handled it. You can’t position yourself as open and inclusive while making a move that alienates your most loyal customers. The backlash wasn’t about values, it was about trust and how quickly it disappeared. Customers felt abandoned, and Bud Light didn’t just stumble, they spent over a year struggling to recover before finally partnering with UFC to begin the long crawl back.

Jaguar

Jaguar tried to pivot into a sleek, Tesla-inspired EV future at a time when the market was leaning back toward power, edge, and performance. The move came with a handful of missteps. The cars looked like Tesla clones, which clashed with their “Copy Nothing” tagline. The messaging left longtime fans cold while doing little to win over a new audience. And while the campaign looked beautiful, it had zero emotional or conceptual clarity. In the end, the shift may have looked modern, but it didn’t feel like Jaguar—and that feeling matters.

What This Actually Tells Us

Know who you are and who you’re becoming
Respect the culture you’re stepping into or walking away from
Don’t just change the message, back it up with real substance
And if you screw up, own it—quickly

Final Word

You don’t need to play it safe. But if you’re going to be bold, be right. Don’t chase trends. Don’t follow culture from six months ago. Start with your audience, then build something worth following