The lesson here is clear: change is absolutely necessary, but never at the expense of the brand’s soul. That is never for sale, not even to the Devil!

The world of brands has recently witnessed transformations and changes that leave no one indifferent. Jaguar’s recent rebranding, along with the film supporting it, sparked a huge wave of protest and indignation due to the radical break with its past and the apparent erasure of more than 100 years of the brand’s history. Is there justification for such a move? Can a commercial problem, tied to the product, validate it? What are the limits of rebranding?

Thus, many doubts and questions arise when we delve into this subject.

The changes made by Jaguar—one of the most iconic British automotive brands, with over 100 years of history—embraced a radical approach to transformation. They moved away from the strong image of a feline known for its exuberant speed and redesigned the logo into a set of rounded letters, more aligned with those used in the fashion industry.

Facing significant setbacks in sales, and at a time when the automotive industry is undergoing a profound transformation with electrification, the brand chose a total reinvention. However, this change sparked a wave of controversy, especially on social media, where many accused Jaguar of abandoning its roots and aligning with a “woke” culture that, for some, distorts the essence of the brand.

This decision raises a critical question: does it make sense for a brand to discard decades of history and tradition just because its current portfolio is not performing as expected? The answer is not simple and requires reflection. The strength of a brand lies not only in the quality of its products but also in the narrative it has built over time. When that narrative is abruptly discarded, there is a risk of alienating the most loyal consumer base, without guaranteeing the acquisition of new audiences.

Without a doubt, brands need to evolve to survive. This evolution can and should involve changes—but changes that build upon the past and do not erase it literally. In the wonderful world of brands, we often speak of consistency as a core value. Where is it in this example?

We have several other examples that demonstrate it is possible to modernize a brand without compromising its identity. Jaguar, however, by opting for this radical break, compromises its heritage of excellence and sophistication, alienating consumers who value precisely that tradition and who, for all intents and purposes, are the ones currently driving its cars.

The true challenge lies in balancing innovation with the respect that history always deserves. If a brand intends to maintain its name and reputation, it must know how to honor what it has already achieved. It is from this solid foundation that the future is built. Otherwise, perhaps it would be better to create a new brand from scratch, free from any legacy. What sense does it make to hold onto something that, in our analysis, only hinders us? We keep the name, but we want to lose the values of over a hundred years. Does that make sense?

Rebranding is a powerful tool, but it should be used with a clear strategy and a strong critical sense. Change must be a well-thought-out evolution, not a mere reaction to the market or to current trends. Brands must not forget that their history is an integral part of their value. When done well, change strengthens the identity; when poorly managed, it jeopardizes decades of development and certainly exacerbates the problem that caused it in the first place.

The lesson here is clear: change is absolutely necessary, but never at the expense of the brand’s soul. That is never for sale, not even to the Devil!

Article written by João Santos, COO of WYgroup, originally published in ECO magazine.