Jaguar’s rebrand has proved to be a lightning rod in the industry over the past week or so. We’ve seen so many hot takes ‘round these parts that you’d think the summer was back. However, the discourse has catalyzed our minds, our purpose, and has made us even more resolute than ever as strategists and ambassadors of the act of branding. Here’s why.

Challenge: From now on, marketers and other business stakeholders should move beyond trend-chasing and embrace proactive strategy-making.