Kinshuk Jerath, professor of marketing at Columbia Business School, states that in today’s market, brands need to experiment to identify strategies that resonate with consumers amid shifting trends.
Aaron Walker of Think Big emphasizes the risk brands face when rushing to create viral content without considering their audiences, potentially alienating their core demographic.
Walker describes Jaguar's recent rebranding as 'the great rebrand that no one asked for' and argues they may have overlooked their traditional clientele in search of a new one.
Despite criticism, Richard Stevens of Jaguar's design team mentioned that they are proud of the strong emotional responses elicited by their campaign, demonstrating the polarity of audience reactions.
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