“As a lover of the Jaguar brand and its heritage, I'm hoping this is a spoof to drum up PR,” said Lee Rolston, indicating the disappointment felt by fans of established brand identity. However, the extensive presence of the rebrand on social media suggests it’s genuine, raising concerns over whether such a drastic change was necessary or beneficial.
This rebrand completely misunderstands what a brand is—and what branding is. It’s impossible to reinvent a brand like Jaguar while ignoring its legacy,” Rolston emphasized, highlighting the importance of brand heritage in an industry that often embraces tradition over radical change.
Imagine representing Snickers in the image of a pineapple—your brain simply wouldn’t accept it,” Rolston stated, using this metaphor to illustrate the disconnect fans feel with Jaguar's new direction compared to the established identity they cherish.
Brands transform through what they do and how their audience experiences them, not just by rebranding. Apple, for example, has redefined its identity not through mere logo changes but by evolving its product offerings and customer engagement,
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