The Importance of Brand Adaptation

The discussion emphasizes that brands, including Jaguar, must adapt to changing markets and consumer preferences, particularly in the context of transitioning from petrol to electric vehicles. Traditional branding rules advocate consistency and respect for established values; however, the need to pivot in response to significant shifts can often invite backlash from loyalists. Examples like Snickers’ rebranding from Marathon and New Coke illustrate the tension between maintaining brand heritage and embracing necessary innovation. Ultimately, brands that navigate these changes thoughtfully can revitalize their image and customer base in a new landscape.