Rebranding requires careful consideration of several factors, including positioning and culture. Established brands often need to exercise strategic rigor when deciding on a rebrand, recognizing the importance of timing. A common trigger for rebranding is the realization that the existing brand no longer resonates with the audience or market. A recent example includes Jaguar, which underwent a significant transformation of its visual identity, aiming for a new direction. However, despite increased brand awareness, the impact on sales remains uncertain.
Successful rebranding is not necessarily a revolution or merely a cosmetic operation. It is a transformation that is executed with precision - sometimes discreet, sometimes radical - but always driven by a strong intent.
The right time really is the moment when you realise your existing brand just isn't working for you anymore. Does it feel dated? Does the brand language miss the mark? Have customer tastes changed?
Probably the most talked about rebrand in the past year has been Jaguar, which seemed to reject everything that had come before, from typography to colour palette to that world famous marque.
Despite Jaguar's insistence that it was a success in terms of brand awareness, this bold move has yet to pay off with sales.
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