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Reimagining a Brand Icon: Daniel Andersson on Jaguar's Bold Rebrand
Jaguar’s bold rebrand continues to spark conversation and drive strong opinions online.
Daniel Andersson, Chief Creative Officer at FutureBrand North America, shared an interesting perspective in The Wall Street Journal.
Discussing the role of design in sparking intrigue, challenging expectations, and expanding cultural relevance, Daniel said
“Aesthetically, it doesn’t tell a compelling story from the video, [but] this is at least setting up some expectations. That’s exciting and intriguing, and it remains to be seen whether they deliver such things or not.”
Daniel Andersson /Chief Creative Officer /FutureBrand
Daniel Andersson
Chief Creative Officer
FutureBrand
While the rebrand received mixed reviews, its true impact will unfold over time as the car manufacturer brings it to life through purpose and experience. For Jaguar, the story is still being written, and a promising chapter may yet lie ahead.
Check out Daniel’s full take on the Jaguar rebrand in The Wall Street Journal.
