At Avenue Z, I don’t see branding as a surface-level refresh—it’s a strategic evolution that keeps brands relevant while staying true to their DNA. In my recent interview with The Fine Line, I broke down when rebrands make sense, how heritage plays a role, and why authenticity always wins in the long run.
When Does a Rebrand Make Sense?
A rebrand isn’t a magic fix—it only works if a company’s identity no longer aligns with its values, audience, or market positioning.
“A rebrand makes sense when your identity no longer lines up with your values, audience, or market positioning.”
But let’s be clear—a new logo won’t fix deeper problems like poor product quality or internal misalignment. Sometimes, a strategic update—like Audi’s redesign to appeal to younger buyers—makes more sense than a full-scale overhaul.
Does Heritage Still Matter?
It’s not about choosing heritage or innovation—the strongest brands find a way to balance both.
“It’s not about picking heritage or innovation. It’s about crafting a story that’s consistent and actually resonates with people.”
Some brands that have done this well:
•Porsche introduced the Taycan, tapping into its sports car legacy while going electric.
•Volvo brought back the classic road trip vibe in its recent brand refresh.
•Ford proved its Mustang still has staying power by testing it on Germany’s Nürburgring.
Nostalgia alone won’t carry a brand—but when used strategically, it’s a powerful tool.
The Jaguar Rebrand: Success or Misstep?
Jaguar’s new look has people talking—which, in itself, is a win. But is it enough?
“We’ll need six to twelve months of tracking sentiment, engagement, and revenue to really gauge its success.”
While media buzz is a great start, if customers feel disconnected or sales remain flat, the rebrand may not deliver. Ultimately, success comes down to authenticity and execution.
Mark Zuckerberg’s ‘Villain Era’ – Smart or Risky?
One of the most interesting parts of the interview was my take on Mark Zuckerberg’s shift in public image.
“He’s taking control of his own story, embracing the controversy, and steering the conversation his way.”
But with Meta’s recent layoffs, some critics question whether his brand contradictions will catch up to him. At the end of the day, brand stories don’t exist in a vacuum—what a company does internally will always impact public perception.
Managing Client Expectations in a Rebrand
I always keep it real with clients—here’s what a rebrand can and can’t do:
•Change doesn’t happen overnight – Shifting public perception takes months, not weeks.
•A rebrand won’t fix deeper internal issues – If there are bigger structural problems, a rebrand won’t solve them.
•You won’t win over everyone, and that’s okay – The goal isn’t to please everyone, it’s to connect with the right audience.
Final Takeaway: Authenticity Wins
I always come back to Richard Branson’s wisdom—brands that try to be “perfect” lose character and public trust. Staying true to a brand’s DNA is what builds lasting connections and real engagement. Read more in Filestage.
