In the latest issue of The Fine Line newsletter, Nneka Etoniru, EVP of Global Brand Strategy at Avenue Z, dives into the art of rebranding—when to do it, what to avoid, and what really makes a rebrand stick. She breaks down the Jaguar refresh, the role of heritage in branding, and even Mark Zuckerberg’s so-called “villain era,” offering sharp insights along the way.
“It’s not about picking heritage or innovation,” she says. “It’s about crafting a story that’s consistent and actually resonates with people.”
When Does a Rebrand Make Sense?
“A rebrand makes sense when your identity no longer lines up with your values, audience, or market positioning,” says Etoniru. But it’s not a magic fix—issues like poor product quality or internal misalignment won’t be solved with just a new logo. Sometimes, strategic updates, like Audi’s recent redesign to appeal to younger buyers, make more sense than a complete overhaul.
Does Heritage Still Matter?
“You can’t just lean on nostalgia, but it’s a great way to tell a story,” says Etoniru. Some brands do this really well—like Porsche, Volvo, and Ford—by blending their history with innovation:
- Porsche tapped into its sports car legacy to introduce the electric Taycan.
- Volvo brought back the classic road trip vibe to refresh its brand.
- Ford put the Mustang to the test on Germany’s Nürburgring, proving its staying power.
It’s all about striking the right balance between the past and the future.
The Jaguar Rebrand: Success or Misstep?
Jaguar’s rebrand has people talking—and that alone is a win. “We’ll need six to twelve months of tracking sentiment, engagement, and revenue to really gauge its success,” Etoniru says. Media buzz is a good start, but if customers seem confused or sales don’t budge, that’s a problem. At the end of the day, it all comes down to authenticity.
Mark Zuckerberg’s ‘Villain Era’ – Smart or Risky?
Etoniru unpacks Zuckerberg’s latest move: “He’s taking control of his own story, embracing the controversy, and steering the conversation his way.” But with Meta’s recent layoffs, some are wondering if the contradictions in his brand will catch up to him. “Brand stories don’t exist in a bubble,” she points out.
Managing Client Expectations in a Rebrand
Etoniru keeps it real with clients:
- Change doesn’t happen overnight: Shifting perceptions takes months, not weeks.
- A rebrand won’t solve deeper internal issues: It’s not a quick fix.
- You won’t win over everyone, and that’s okay: The goal is connecting with the right people.
Final Takeaway: Authenticity Wins
Etoniru echoes Richard Branson’s wisdom: brands that try to be ‘perfect’ lose character and public trust. Staying true to a brand’s unique DNA builds lasting connections. Read more in Filestage.
