Legacy Brands Beware: The Hidden Risks of Ignoring Consumer Needs in Rebranding

Think about it.

Most of us reacting to the recent Jaguar rebrand never owned one, never drove one, and maybe never even saw one in real life. Yet we still felt the need to react, driven by mixed emotions—surprise, disgust, or even a sense of loss.

So why did this happen? Where did this strong reaction come from, and what lessons can other legacy brands take away as they look to balance their rich heritage with the need to adapt for the future?

We tend to form deep emotional connections with strong brands—whether you call it brand imagery, essence, personality, or identity. For cars in particular, these connections often tie back to childhood dreams and aspirations. Much like Madeleine cookies evoke vivid memories in literature, cars hold a special place in our imaginations alongside dream homes and wedding dresses, dream jobs or dream travels.

Some car brands have become so iconic that they transcend products and take on the role of cultural archetypes.

99% of us likely never owned one, never drove one and will likely never buy a new Jaguar, but we still have formed a strong relationship with that brand.

Jaguar’s rebrand, if nothing else, revealed just how deeply people are connected to its identity. The name itself evokes anthropomorphic imagery—the sleek, powerful wild cat paired with the car brand's essence. Its association with cool, cinematic "James Bond spy aristocrat" vibes and an aggressive yet romantic allure left a lasting imprint on the collective unconscious. This emotional legacy has endured despite the series of underwhelming launches the brand has had in recent years.

But a brand's strong heritage is only part of the equation in this reaction.

We already know that people don't like change.

This is a natural protective feature of the human brain, which kicks in whenever we are faced with something new. Change introduces unknown variables, which the brain perceives as potentially dangerous.

We care about familiarity, we need security and safety, we value authenticity: These elements will lessen the anxiety and fear factor, when they are nurtured through existing and available information.

Any sudden change or perceived disruption to something familiar increases anxiety.

1. UNCERTAINTY AND INSECURITY

Uncertain and insecure times create a framework where people unconsciously seek a sense of security. This was particularly evident during the pandemic, when we advised brands to reflect security and stability as a counter to the uncertainty consumers faced. While the starting insecurity impact has lessened, the period of multiple ongoing crises has not ended.

Any sudden change or perceived disruption to something familiar increases anxiety. This doesn't mean change is unwelcome, but it needs to be carefully managed. Providing enough context and background can help consumers navigate the layers of disruptiveness. This is especially true in complex situations, such as the shift to electric vehicles combined with broader societal and political changes. This brings us to the next point: information.

?Without that context, change sparks defensiveness.

2. THE ROLE OF INFORMATION

Fear of change is often driven by a lack of information. People feel anxious when they don't understand the reasons behind a change. While it may seem that disruption doesn't owe anyone an explanation—perhaps explaining might make the move seem less "cool"—context is essential. Brands need to explain changes to their past, current, and potential future buyers. Without that context, change sparks defensiveness and erodes trust, which leads to our next point: authenticity.

It looks sleek, but will it deliver?

3. AUTHENTICITY AND TRUST

Claiming to copy no one while drawing clear inspiration from retro refrigerators, old commercials, toys, car designs, or even celebrities like Miley Cyrus creates inconsistencies. These contradictions go against the core value of authenticity, which is essential for building and maintaining trust.

When brands come from an inconsistent place, it creates perceptions of dishonesty, insecurity, and lack of capability. Being authentic means realizing your potential and staying true to your values. Now, consider this: does the new Jaguar concept align with its identity and spectator expectations? It looks sleek, but will it deliver? It talks against copying, but looks like one.

Unless you’re buying a car purely for display, design will always come after its performance and practicality.

4. EVOLUTION OVER REINVENTION

Car brands don’t disappear overnight and turn into something unknown and unexpected. They evolve, reflecting stability and quality over time. Strong reasons to believe in a car—be it technical performance or security — form the foundation of trust.

Unlike luxury fashion brands or art where disruption is a standard, cars—even luxury ones—are primarily judged on efficiency and safety. While a touch of mystery and uniqueness can enhance a car's appeal, too much focus on differentiation can distract from key buying influences. Unless you’re buying a car purely for display, design will always come after its performance and practicality.

True innovation doesn’t mean abandoning what made them iconic in the first place.

Legacy brands aiming to be disruptive must remember that true innovation doesn’t mean abandoning what made them iconic in the first place. Consumers may admire bold moves, but they ultimately value trust, authenticity, and a sense of continuity. Disruption should enhance a brand's story, not rewrite it entirely. By grounding change in clear communication, staying true to core values, and addressing real consumer needs like reliability and security, legacy brands can navigate evolution without alienating the very audience that made them enduring.

*main photo from the copy nothing personal hot wheels archive.