Sue Benson
Founder · Ceo
In their own words
There are few, if any, cars in the ads, which leaves audiences unsure what the brand even stands for.
The attack has undoubtedly caused disruption and impacted sales, but brand trust has remained remarkably stable.
Articles & interviews
- Jaguar's Rebrand Failure: Lessons to Learn
Creative Boom’s article by Tom May analyzes Jaguar’s 2024 rebrand by Accenture Song, which replaced the iconic growler logo with a minimalist 'J' and abstract campaign visuals. The piece explores why the rebrand drew criticism, citing loss of heritage, emotional disconnect, and confusion about brand purpose. Industry experts from The Behaviours Agency, Saffron, and Coley Porter Bell weigh in on lessons for brands navigating radical change.
- "M&S Cyberattack Survival Guide for Brands"
Creative Boom’s article by Tom May examines the 2025 cyberattack on Marks & Spencer and its implications for brand management. Industry leaders from Lippincott, The Behaviours Agency, Coley Porter Bell, and Saffron Brand Consultants share insights on how transparency, consistent communication, and brand equity help companies survive digital crises. The piece outlines key lessons for legacy brands on resilience and trust-building in the face of cyber threats.