The Jaguar rebrand is about lots more than an ad and a new logo, says Sonia Abdipour of Bulletproof. It’s about setting up the brand for the years ahead.
When it comes to the Jaguar rebrand, you may think it’s all been said. LinkedIn is so flooded with commentary that there are even posts advising followers on how to hide the topic. But here’s the rub: All that noise out there? It’s focused on the wrong thing.
Jaguar’s move isn’t a redesign; it’s not even a rebrand. It’s a fundamental innovation of Jaguar’s business model. If those judging the aesthetic just looked under the hood, they’d see their critiques are evidence of the brave and robust innovation strategy at the heart of the car manufacturer’s shift.
Heritage abandoned?
Business textbooks are littered with cautionary tales of brands failing to keep up with the pace of cultural change. Like Blockbuster, Blackberry, and Nikon …