Recent transformations of longstanding brands like Jaguar and Campbell’s have stirred consumers’ emotions. These changes reflect a broader cultural discussion about the role of products in shaping our identities.
Jaguar, a symbol of British elegance and tradition, announced a bold rebranding move this week, highlighting vibrant colors and a new identity known as JaGUar. With the intention to exclusively produce electric vehicles by 2026, the iconic brand is leaving behind its historic colors like British racing green. The new branding, characterized by electric pink, red, and yellow, has sparked mixed reactions online. Critics argue that a heritage brand should communicate stability and tradition, a sentiment echoed by brand designer Katja Vogt, who expressed unease over the brand redefining itself amidst the world’s uncertainties.
The significance of products to personal identity extends beyond Jaguar. Campbell’s Soup, longstanding in American culture, is also set to undergo rebranding, transitioning to Campbell’s Co. to encompass a broader product range, which includes Prego pasta sauce and Goldfish crackers. Such moves prompt reflection on whether our consumer choices define who we are, a notion supported by branding expert Ali Marmaduke. He notes, ‘When a brand shifts its identity, it can feel like it’s abandoning the customers who identify with it.’
Rebranding activities have not ignited as much debate as Jaguar’s decision. Known for its stature in British tradition post-World War II, Jaguar is aiming to embrace ‘exuberant modernism’ with its new launch during Miami Art Week. However, the announcement has received backlash, both for its perceived departure from tradition and for its nod to what some see as ‘woke’ culture. The hashtag debate on social media highlights consumer concerns about authenticity and identity.
Marketing professionals suggest that effective rebranding should be memorable and easily understood by its audience. Yet, Jaguar’s new path has already faced scrutiny, with some viewing its changes as a disconnect from its roots, despite the company citing inspiration from founder Sir William Lyons’ philosophy to ‘copy nothing.’ This cultural tension around rebranding also mirrors larger societal issues, such as the polycrisis of global events like wars and political unrest, where consumers seek stability and assurance in familiar brands.
The overhaul of heritage brands like Jaguar and Campbell’s underscores a complex interaction between consumer identity and market dynamics. As these brands evolve, they challenge consumers to reassess the role of products in defining who they are, amidst the backdrop of a changing world.
Source: AP News
