Lester Kiewit speaks to Jonathan Cherry, Director of Cherryflava Media, about why brands are increasingly updating their logos and why these changes often trigger strong emotional reactions from consumers. They discuss recent examples, including Jaguar’s rebrand, which reignited interest in the brand, and Mazda’s logo update, which faced widespread backlash. Jonathan unpacks the strategic thinking behind these redesigns, the shift toward digital-friendly branding, and why nostalgia and consumer attachment make logo changes so controversial.