There has been much discussion about Jaguar's rebranded image, with many acting like it has destroyed something sacred. But there's method in the madness.

Rebranding campaigns are meant to generate favorable awareness and positive press coverage about products. But sometimes the campaigns can have the opposite results.

The Jaguar rebranding debacle is a classic example of Oscar Wilde’s old adage about people knowing the price of everything and the value of nothing. The very reason why the leaping cat motif, which has been a feature of Jaguar cars for almost a century,