Jaguar's controversial rebranding strategy has been widely criticized. This article defemds why Jaguar deserves the benefit the doubt in repositioning its storied brand ...

The British carmaker decided to join other brands that thought they should stand for more than good products, but that can prove to be a disaster for it.

Jaguar's recent rebranding campaign, unveiled alongside its controversial Type 00 concept, was designed to signal a new era for the storied automaker. But behind the scenes, not everyone was on board.

The company that went about the rebrand was Accenture Interactive, an outside consulting company that bought out Spark44, the company that used to work closely with Jaguar's internal teams for its ...