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.

The U.K. legacy carmaker successfully turns eyes toward its Dec. 2 design concept reveal, but is mocked online meanwhile.

A group of multiracial, gender-bending models emerge from an elevator in cutting-edge makeup and bright-colored clothing to a techno-industrial beat into an austere, prismatic landscape.

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