'The most controversial rebrand of the year': Understanding the tightrope that legacy brands like Jaguar walk during a rebrand
Briefly

from Digiday1 week ago
Jaguar's recent rebranding has faced criticism for prioritizing modern, artistic aesthetics over its historical identity, raising questions on how heritage brands can evolve without losing their essence.
Digidayhttps://digiday.com/marketing/the-most-controversial-rebrand-of-the-year-understanding-the-tightrope-that-legacy-brands-like-jaguar-walk-during-a-rebrand/
The backlash against Jaguar highlights the struggle of legacy brands to modernize: balancing contemporary appeal with respect for their history is crucial in an era where branding must resonate culturally.
Digidayhttps://digiday.com/marketing/the-most-controversial-rebrand-of-the-year-understanding-the-tightrope-that-legacy-brands-like-jaguar-walk-during-a-rebrand/
Douglas Brundage notes that heritage brands must avoid being perceived as 'out-of-touch' yet still respect their established identities, creating a challenging path for marketers.
Digidayhttps://digiday.com/marketing/the-most-controversial-rebrand-of-the-year-understanding-the-tightrope-that-legacy-brands-like-jaguar-walk-during-a-rebrand/
The paradox for legacy brands lies in the need to infuse modern relevance into their branding while preserving their storied past, a dilemma that defines current marketing strategies.
Digidayhttps://digiday.com/marketing/the-most-controversial-rebrand-of-the-year-understanding-the-tightrope-that-legacy-brands-like-jaguar-walk-during-a-rebrand/
Read at Digiday
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