Rebranding: A Lesson from the Gods.

The case of Jaguar is just one example amid a series of discussions on brand management and visual identity redesigns, arising from various triggers and contexts.

The decision for radical changes doesn't happen overnight; it is the result of a gradual process, a sequence of choices. What we see today with the luxury automobile brand, as with many other examples, is the outcome of a long and tumultuous domino effect.

It's easy for us, standing on the outside, to point fingers with an air of superiority.

Still, as a Branding professional, it's hard not to feel a certain sadness upon realizing what seems to be the result of a significant departure from the brand’s history, essence, and identity. And I'm not necessarily referring to the product. Expanding the portfolio to include electric cars shouldn’t be the reason for such an abrupt change, a complete transformation, from one extreme to another.

The fact is that this isn’t the first, nor will it be the last, example of a brand going through this. But every example, good or bad, serves as a warning, especially to small and medium-sized business owners, who might realize that even big brands can fall into the traps and trends that tempt managers seeking quick solutions to complex problems.

To help future brands in their journeys and avoid irreversible paths in rebranding, I share what the four main Egyptian gods can teach us about the foundations needed to build empires and make them enduring.

Though the Egyptian gods are not from the same era as modern brands, they carry much wisdom. Let me share the myth, starting with the protagonists:

They are: Osiris, Seth, Isis, and Horus.

The story goes as follows: Osiris, a just and benevolent king, taught the Egyptians agriculture and other arts. He represents tradition, values, and culture.

However, over time, Osiris grew comfortable in his role and became blind, particularly to the greatest danger of all: his own brother Seth, who coveted the throne and sought to transform Egypt in his own way. Osiris paid a high price for his blindness.

Seth killed Osiris, dismembered his body, and scattered the pieces across Egypt. When his wife, Isis, discovered what had happened, she set out to find each part of her husband. With her magical powers, Isis was able to bring Osiris back to life. To celebrate the act, she had a child with him: Horus was born.

Isis then asked Horus to avenge his father’s death, restore order, and take the throne. Unlike Osiris, who had underestimated Seth, Horus possessed the eyes of a falcon, symbolizing sharp vision. Horus, unlike his father, never underestimated his enemy and, in battle, defeated Seth.

However, Horus lost one of his eyes during the fight. The eye was presented to Osiris. Now, Osiris could see. Restored to his position, the empire was formed by the union of tradition and vision, always conscious of the threats and evil lurking.        

In fact, the symbol of the pyramid, with Horus' eye inside it, represents the union of these two powers. This story serves as the basis for other famous narratives, such as Hamlet and The Lion King. Additionally, I like to point out that the movie Coco by Pixar is deeply inspired by these same themes.

And how does this apply to Branding?

The myth provides valuable lessons on legacy, transformation, and the constant vigilance required for a successful rebranding. Here's what we learn:

1. Importance of Vigilance (Osiris): Traditions must be preserved, as they hold the essence of identity. In rebranding, the brand must listen to its purpose, maintaining values as the foundation for any transformation. The core identity is the bedrock of regeneration. As Nietzsche says, "Become who you are." The brand must remain true to itself, always.
2. Danger of Stagnation and the Need for Progress (Horus): Horus, with his sharp vision, symbolizes progress and adaptation to change. In rebranding, the brand must be aware of threats and evolve, keeping its vision of the future while avoiding the comfort of tradition without question.
3. Threats of Trends and External Expectations (Seth): Not everything is suitable for every brand. There are temptations and chaos all around. Brands must resist external pressures and maintain their authenticity. Giving in to trends can lead to the loss of identity, just as Osiris underestimated Seth and paid the price.
4. Power of Reconstruction and Rebirth (Isis): It is possible to reinvent oneself without losing essence. In rebranding, the brand can undergo a profound transformation, respecting its history while adapting to new demands and realities.

In other words:

Success in rebranding requires a delicate balance between maintaining the brand's essential identity and creating paths for growth, while avoiding external traps. Legacy is built not only on the past but also on the ability to look to the future without losing the way.

I hope Jaguar reconsiders its decision and finds more authentic ways to broaden its target and save the company.

And, most importantly, I hope it becomes more attentive to the calls of its own essence. If this, or another failed example, helps you reflect on your brand’s rebranding, great. Learning from others' mistakes is cheaper, right?

For any reflection you may have on rebranding, I leave you with the wise words of Thomas Jefferson—who I believe was also inspired by the gods:

"The price of liberty is eternal vigilance."