Brand loyalty runs deep—even among people who are not loyal customers.
Evolving a brand narrative can sometimes feel like opening a fortune cookie and looking to the future. Consumers frequently express frustration or even outrage when beloved brands craft and plan change, whether it’s a new logo, a revamped product formula, or an updated brand purpose. Paradoxically, this resistance often comes from individuals who aren’t even frequent buyers. Why does this happen, and when does brand reinvention become not only acceptable but essential?
To unpack these dynamics, I explore the psychology of familiarity, the theory of belonging, the nudge theory, and neuroscience, alongside case studies of brands that navigated change with varying degrees of success… and yes I have included my thoughts on the recent Jaguar rebrand…
The Comfort of Familiarity: A Psychological Anchor
Humans are creatures of habit. Move the kettle in the work office and it takes a good few weeks to consistently go to the new place… our learned behaviour and habits keep us in repeat mode, familiarity gives structure to our world and creates the stories and narratives we tell ourselves, they support our place in the world and help us cement structures.
According to Change Theory (Lewin, 1951), people naturally resist alterations to their environment because change disrupts a state of equilibrium.
Familiar brands function as psychological anchors—they create a sense of predictability in an unpredictable world. Neuroscience backs this up: research using fMRI has shown that familiar logos activate the medial prefrontal cortex, a brain region associated with self-identity and emotional connections.
Even non-customers feel strong attachments to a brand as part of a shared cultural landscape.
A 2022 survey by the Edelman Trust Barometer revealed that 81% of consumers expect brands to play a key role in societal well-being, demonstrating how deeply brands intertwine with identity and values.
When Familiarity Stifles Innovation
While familiarity provides stability, it can also inhibit growth. Research from Accenture shows that 62% of consumers prefer brands that take a stand on contemporary issues like sustainability and diversity. Inaction—or fear of alienating existing audiences—can quickly lead to irrelevance.
Brands like Greggs illustrate the power of embracing change. Once synonymous with traditional, affordable bakery fare, Greggs leaned into modern dietary trends with its vegan sausage roll. The launch wasn’t just a product pivot; it was a cultural statement that generated viral attention and reinforced the brand's inclusive appeal.
Belonging, Heritage, and Social Constraints
For heritage brands, the emotional stakes are even higher. These brands often transcend their product category to become cultural symbols tied to memories, milestones, and shared identities. They represent generational links, connecting people to their youth and offering a sense of belonging in a rapidly changing world.
For example, the much discussed Jaguar 2024 rebrand—a shift toward “Exuberant Modernism”—has sparked uproar and debate in the UK. The company modernised its logo and branding to align with its electric vehicle (EV) ambitions, signalling a dramatic pivot away from its traditional luxury image. While the move reflects Jaguar’s desire to reclaim its originality and build new resonate with younger audiences, it has alienated loyalists and caused huge amounts of disgust that the heritage brand story has been discarded.
Social constraints also influence consumer reactions to brand changes. For instance, BT Group’s streamlined 2023 rebrand, designed to reflect a modernised, digitally focused business, faced criticism for oversimplifying its visuals. However, this evolution aligns with the company’s broader transformation goals and underscores how rebranding can serve as a strategic marker of change.
For a nation that claims to not care about brands…. When brands change… we seem to care a lot!
Heritage Brands: Building Identity Across Generations
For many, brands represent more than a product—they signify belonging. UK consumers, especially younger generations, look to brands like Dr. Martens and Barbour to bridge the gap between tradition and modernity. These companies have maintained relevance by tying their histories to new cultural movements, from youth rebellion to sustainable fashion.
This connection extends beyond personal identity into cultural constructs. Heritage brands often serve as symbols of shared values, but failing to reflect modern society can make them feel out of step. Take The Co-operative Group, whose comprehensive rebrand addressed ethical concerns like sustainability and fair trade. By emphasising community-driven values, they not only rejuvenated their appeal but also reestablished trust with a broader audience.
The Power of Nudge Theory: Small Changes, Big Reactions
Nudge Theory (Thaler & Sunstein, 2008) may hold some of the answers, Nudge Theory explains how small environmental cues can shape decision-making.
When brands make even minor changes to long-standing elements, consumers interpret these nudges as an invitation to question their loyalty or trust, to question the role of this brand in their lives and stories and this starts to question and unravel other aspects of their lives and memories - this create upset and unrest.
Eurostar’s 2023 rebrand following its merger with Thalys. The new visual identity aimed to unify the two brands while positioning the company as a sustainable travel leader. By maintaining key elements of both original brands’ design languages, Eurostar was able to mitigate backlash and communicate a vision for growth. This approach highlights how carefully executed nudges can ease consumers into accepting change.
When Familiarity Stifles Innovation
While familiarity can protect a brand's equity, and measuring brand equity is essential in any rebrand or brand refresh project, clinging to it too tightly can also be a death knell. Legacy brands often face the risk of becoming irrelevant if they fail to evolve with cultural and consumer needs.
A 2021 Accenture study found that 62% of consumers prefer brands that take a stand on issues such as sustainability, diversity, and social justice.
Brands that have consistently managed to communicate heritage relevant include Yorkshire Tea, and Warburtons both of which have evolved their brand and leaned into heritage with their brand strategy, and done so with cultural relevance, deep consumer understanding, clear targeting and the flexibility to change to reflect cultural needs.
Jaguar's recent brand overhaul—marked by minimalist design and bold visuals—aims to position the company as a leader in the electric vehicle market. As I have stated, the move shocked many and it has developed a visual identity that bears no resemblance to the heritage brand of old, this has drawn mixed reactions: while it has sparked renewed attention and conversations, it has at least put Jaguar back into the common lexicon…..this is half the battle to gain mental availability as it has been significantly lacking for Jaguar for years…., it has also highlighted the challenges heritage brands face when reinventing themselves.
According to a 2022 Edelman Trust Barometer, 81% of consumers believe brands have a role in solving societal challenges, showing that modern audiences value action over nostalgia.
Jaguar’s approach aimed to make a dramatic shift to reclaim relevance and inspire a new generation but it seems that the ground work to understand the new audience and build a new culturally relevant position has missed the mark and that care needs to be taken to reposition the heritage brand with consideration for culture, and the heritage aspects of the brand that are the roots of the business that still connect with the new audience/culture and thus must prevail into the new era - I will be interested to see if this happens.
In contrast to the revolutionary approach of Jaguar, Eurostar’s rebrand after merging with Thalys showcases how subtlety and clarity in messaging can ease consumers through significant changes. By emphasising sustainability and accessibility, the brand maintained trust while signalling ambition for the future
The Neuroscience of Rebranding: A Catalyst for Change
Rebranding, when done strategically, can rewire consumer associations in a way that reignites relevance and trust and delivers brand growth. Rebranding isn’t just about visual updates; it’s about creating meaningful consumer perceptions.
Neuroscientific research shows that novel stimuli activate the brain’s reward system. This principle was effectively leveraged by Burberry, which transformed its dated reputation into a symbol of modern luxury through bold product design and refreshed marketing.
When Should Heritage Brands Start Fresh?
When the brand no longer reflects societal values: For instance, Jaguar’s pivot to EVs reflects sustainability-driven changes in consumer priorities.
When the brand becomes synonymous with failure: Twitter’s 2023 rebranding as X illustrates how shedding a dated identity can signal a bold new direction, even at the risk of alienating long-term users.
When differentiation is needed for survival: Domino’s Pizza admitted its shortcomings and reinvented its recipe, a move that led to a 300% increase in stock value over a decade.
How to Navigate Change Without Alienating Consumers
Signal, Don’t Surprise: Gradual changes (e.g., Burger King’s retro rebrand in 2021) are less jarring than abrupt overhauls.
Anchor to Purpose: Change is accepted when it’s tied to a greater good, as seen with Unilever’s sustainability-focused branding.
Engage Stakeholders: Co-create change by involving consumers, employees, and communities in the journey.
Conclusion: Brands as Catalysts for Growth
While consumers may resist change out of a desire for stability and belonging, stagnation is far riskier for a brand. For heritage brands, the stakes are particularly high—they must honour their past while embracing the future. The key is to strike a balance: maintaining the familiar elements that drive trust while embracing the innovation necessary for relevance.
Brands must not merely reflect culture but actively shape it. By doing so, they can reset associations, spark growth, and remain meaningful contributors to societal progress. Sometimes, the bravest thing a brand can do is let go of the past to build a better future.
How Think Collectiv Can Help
At Think Collectiv, we help brands evolve. Our approach combines cultural insights, consumer research, and strategic planning to guide brands through transformative moments. Whether you’re modernising a heritage brand, launching a new initiative, or navigating complex societal shifts, we’ll ensure your brand remains meaningful and distinctive.
Change is inevitable, culture, society and the world is changing around us every day, brands can control their place in the world by constant review and evaluation of how their brand is perceived and rigorous review from a point of business value. The right brand strategy and investment in brand is proven to be a powerful force for growth. Ready to evolve your brand? Let’s start the conversation.
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