The South by Southwest (SXSW) conference this year saw marketing leaders from prominent brands such as Jaguar Land Rover, Bobbie, and Panera Bread discuss how adversity can be turned into growth.
Hosted by The Female Quotient, the conversation emphasised the role of resilience, adaptability, and consumer trust in building sustainable brand success.
With today’s business environment marked by instability and political tension, the panellists offered key strategies to navigate these challenges.
The Jaguar Land Rover Rebrand
Jaguar’s recent rebrand, announced in November, sparked a fierce backlash when a teaser video deviated from its traditional automotive identity in favour of a high-fashion, avant-garde approach.
Critics quickly accused the brand of abandoning its heritage, with the backlash intensifying into targeted harassment of JLR executives, including U.S. Chief Marketing Officer Charlotte Blank.
Jaguar maintained its position rather than retracting , revealing the Type 00 concept car at Miami Art Week with no reliance on traditional U.S. media. The press soon shifted focus, praising the car’s design and Jaguar’s long-term strategy.
Key Takeaways for B2B Marketers:
- Control the narrative. Brands that stand by their vision—rather than reacting to online outrage—can reshape public perception over time.
- Understand audience expectations. Consumers value authenticity, and drastic shifts that ignore a brand’s heritage can alienate core customers.
- Leverage controversy wisely. While negative press can be damaging, it also creates visibility. Brands that weather the storm can emerge with stronger name recognition.
Bobbie’s Supply Chain Strategy
Bobbie, a direct-to-consumer baby formula brand, faced a key decision during the 2022 national shortage to prioritise its loyal customers or take advantage of the surge in demand for quick sales. Choosing the former, Bobbie closed its store for seven months, ensuring its subscribers were not left without formula.
The company then launched the “Bobbie Peace of Mind” promise, which guarantees formula delivery until a child’s first birthday. “The reality is, we don’t know if a shortage is going to happen again,” said Kim Gebbia Chappell, Chief Brand Officer. “It’s become how we operate our business as a parent-first company.”
Key Takeaways for B2B Marketers:
- Loyalty builds stability. In uncertain times, brands that prioritise existing customers create a strong foundation for long-term growth.
- Resist short-term temptations. Quick gains from crisis-driven sales may damage brand trust if existing customers feel abandoned.
- Operational preparedness matters. Businesses should plan for supply chain disruptions to avoid reactionary decision-making.
Panera’s Digital Dilemma
Panera Bread’s attempt to streamline operations in 2023 by reducing its menu by 30% quickly led to backlash, particularly from its digital clientele. Vegetarian options were among the cuts, prompting frustration from loyal customers. The company saw an immediate drop in digital engagement.
Panera embraced a “guest help mentality,” actively guiding customers through the changes and suggesting alternatives. The situation made it clear that while operational efficiency is important, brands must communicate changes and offer support during transitions to maintain customer loyalty.
Key Takeaways for B2B Marketers:
- Consumer behaviour is unpredictable. Major operational changes can have unintended consequences that require quick marketing adjustments.
- Messaging must be customer-focused. When making significant changes, brands should proactively communicate the benefits and offer solutions to potential concerns.
- Loyalty is fragile. Even small changes can cause disengagement, making customer relations and transparency critical.
Jaguar’s American Market Pivot
Jaguar’s approach to its marketing strategy in the U.S. took a sharp turn when it chose to incorporate American cultural elements rather than sticking to a globally-focused campaign. During the NBA All-Star Weekend, the brand hosted its own tunnel walk—an iconic moment where basketball players showcase their fashion.
This move aligned Jaguar’s branding with a culturally significant event, making the avant-garde campaign more relatable to U.S. consumers. The shift highlights the importance of understanding regional audiences, proving that tailoring messaging to cultural nuances can enhance both perception and reception.
Key Takeaways for B2B Marketers:
- Cultural awareness is key. Effective marketing requires adapting to local consumer preferences without losing core brand identity.
- Experiential marketing can shift narratives. Real-world activations help brands forge stronger, more authentic connections with consumers.
- Strategic localisation drives success. A marketing approach that works in one region may not resonate in another—adjustments must be made accordingly.
Conclusion
Marketing leaders at SXSW offered a key takeaway for businesses: resilience and long-term vision are far more valuable than reacting hastily to short-term pressures. With social media backlash, supply chain issues, and shifting consumer expectations presenting constant challenges, companies must remain steady.
Case studies from Jaguar, Bobbie, and Panera prove that successful brands avoid knee-jerk reactions, instead focusing on strategy, adaptation, and consistency. The lesson is clear—strategic decisions drive sustainable success, not reactionary pivots.