Jennifer Lopez has a lot going on right now, and her personal brand isn't telling a pretty story. You might assume her celebrity woes are due to overexposure, but I have a different take. You see celebrities, they're not like us. They don't like to pay attention to the chatter, and lord knows they don't like reading the comments. But when you find yourself performing in an almost empty stadium in Italy, it's time to take a long, hard look at yourself and do a brand audit. Can JLo reset and evolve, or is she over? Analyzing perceptions from social media, I delve into criticisms of JLo's public image, including her perceived lack of relatability and fan engagement. Drawing from my experience as a former fashion publicist who has worked with JLo, I make some recommendations for JLo's necessary rebrand if she wants to stay relevant in today's social media-driven world.