Human Nature's Response to Change: A Case Study
Article: Learning
Change is a central theme in branding, and strategy plays a crucial role in maximising the impact of change in every conceivable way. While change is often beneficial, many of us would admit, if we were honest, that change can also be daunting, and the familiar feels easier to manage. Acknowledging this is simply recognising human nature.
A sound strategy takes this into account; by understanding human nature and behaviour, we can harness it to ensure change is as effective as possible.
To illustrate this point, let’s consider a recent event that created quite a stir in the media—the Jaguar rebrand. Rather than debate the merits of the rebrand itself, I want to focus on the public’s response and analyse a broader theme: the integration of acceptance of change. We’ll observe the psychological patterns observed over two weeks, marked by shock, denial, and acceptance, which epitomise much of our behavioural response to change. This article explores these reactions, shedding light on the wider dynamics of how we navigate change.
1) Shock: The Initial Jolt.
The first phase of any significant change is shock, a moment of disorientation and surprise sparked by the unexpected. In the case of Jaguar's rebrand, this shock was clearly evident. Social media platforms and forums were abuzz with immediate reactions as both loyal customers and casual observers expressed their disbelief and confusion. This disbelief stemmed from the campaign video's initial imagery — edgy models dressed in unconventional attire, with no cars in sight, no clear message, and certainly not what one would typically associate with a car brand, much less Jaguar.
This phase is marked by a surge of emotional reactions, where gut responses often eclipse rational thinking. Psychologically, shock acts as our mental circuit breaker, allowing us time to absorb and process new information before proceeding. In this instance, it appears that Jaguar may have deliberately chosen an audacious approach to provoke shock. While this strategy risks harming the brand, the primary goal was to capture everyone's attention—and it succeeded.
2) Denial: Resistance to the New Reality.
Following shock, denial sets in as a protective mechanism, helping individuals avoid the discomfort associated with change. For Jaguar, this meant a wave of scepticism and nostalgia from consumers who were attached to the old brand identity. Many voiced concerns that the new direction might betray the brand’s heritage or alienate core customers. The risk of brand damage, previously highlighted in the shock phase, is articulated through calls to return to the old identity.
Denial involves a profound, often subconscious, reluctance to re-evaluate our grasp of familiar circumstances. In a broader sense, this phase underscores a common human hesitancy to embrace change, stemming from a need to detach from the conventional, expected viewpoints to which we are accustomed. This is evident in various aspects of life, from personal relationships to technology adoption. From a brand strategy perspective, this is considered the stage where individuals grapple with acceptance, which ultimately crystallises into reality.
3) Acceptance: Embracing the Vision.
The final phase, acceptance, occurs as the initial emotional response subsides and a new reality is embraced. This doesn’t always mean agreement or happiness regarding the change, but rather a recognition of its inevitability and an adaptation to it. For Jaguar, acceptance is taking root as customers and critics start to recognise the advantages of the new brand strategy. This shift is largely prompted by the release of their follow-up footage, which finally showcases the cars, even though it still deviates from the traditional brand image we're familiar with. Acceptance often occurs swiftly, with individuals eager to position themselves as early adopters of the 'new'.
Acceptance is often seen as the point of psychological maturity in the process of adaptation, where logic and emotion converge to foster a forward-looking perspective. It signifies a readiness to move on and make the best of the new situation.
Final Thoughts.
The cycle of shock, denial, and acceptance in response to Jaguar’s rebrand is a microcosm of human behaviour. It highlights our complex, often contradictory nature when faced with new challenges. By understanding these phases, businesses can better navigate transitions. As a brand strategist, it's important to recognise that human psychology plays a pivotal role in the success of a rebrand. Anticipating these human behaviours can mean the difference between launching an average rebrand and an unforgettable one.
If you would like to know more about how your brand could be better prepared for change, get in touch.
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