The Journal of Josh Pears

I’ve been in this industry for over 15 years. I’ve built brands from scratch, watched brands collapse under their own insecurity, and sat across from CEOs who spent $20 to $80,000 on a logo and $0 on figuring out what they actually stood for. I’ve watched billion-dollar companies rebrand themselves into oblivion because nobody in []

You will find muted beige, a single serif, soft gradients that go nowhere, slow-motion lifestyle shots of someone holding a coffee cup near a window, and copy that sounds like a mood rather than a message. “Elevated.” “Timeless.” “Crafted for modern living.” “Designed for you.” Now scroll to the next one. You will find the []

The Jaguar rebrand initiated on November 19, 2024, is criticized for misunderstanding evolution and alienating its loyal customers. The company's drastic changes, like deleting its social history and logo, led to plummeting sales and sparked public ridicule. The lesson emphasizes the importance of respecting brand heritage while evolving.

Victoria's Secret experienced a significant comeback after struggling with a misguided rebranding that alienated its core customers while failing to attract new ones. New CEO Hillary Super restored the brand's identity by emphasizing authenticity and inclusivity, leading to increased sales and a stock revival, proving that genuine brand values are essential for success.