When Elon Musk asked, 'Do you sell cars?' on Twitter, Jaguar’s rebrand went from bad to worse. Rawdon Glover, the brand’s managing director, described it as a ‘tough time’ for his team, who faced intense criticism.

The bouncy new logo and ad campaign, which lacked any vehicles, drew ridicule both on Earth and in orbit. Despite inviting Musk to Miami, the response was lukewarm at best.

Glover felt responsible for defending the rebrand and supporting his team, but the fallout highlighted the power of social media. One tweet could change everything – or nothing.

Jaguar’s managing director explained: 'I wouldn’t say we were walking around high-fiving. We weren’t also walking around with our heads in our hands thinking, oh my goodness, the person with the most reach on social media anywhere has just posted.'

As we look back on this decade, perhaps Musk's tweets will be remembered as much for their impact on corporate branding as anything else.