summaryIn this episode, the hosts discuss various topics ranging from the organisation of bookshelves to the intricacies of branding and the recent rebranding of Jaguar. They explore the importance of strategy in branding, the creation of brand narratives, and the balance between creativity and strategic goals. The conversation culminates in a critique of Jaguar's new branding approach, highlighting the potential disconnect between the brand's traditional customer base and its new target audience.takeawaysOrganizing bookshelves can reflect personal style and chaos.Branding requires a clear strategy to be effective.Brand narratives help bring a brand to life.Creativity in branding should align with strategic goals.The transition from strategy to branding is crucial.Understanding the target audience is key in branding.Feedback from clients should guide creative processes.Branding should not alienate existing customers.The balance of aesthetics and functionality is important in design.Rebranding can provoke strong reactions from traditional customers.