If last year’s Jaguar debacle taught us anything – other than the fact that Miami Pink really divides opinion – it’s that a wholesale brand reinvention should never be taken lightly. And that it’s only an option when the brand in question is failing to support the wider business ambition.
What we see from the likes of Jaguar, Aberdeen (formerly abrdn) and Royal Mail (formerly, famously briefly, Consignia) are examples of brands carelessly dumping their heritage – and feeling the heat as a result.
