A multi-year reappraisal of the JLR “house of brands” — after its acquisition in 2009 by Tata Motors, JLR spent 10 years redesigning its iconic Land Rover, Jaguar, and Range Rover fleet, and in 2022 we joined as a luxury advisor and strategic partner as they rebuilt the structure of their brand house. Positioning models like the Defender and the Range Rover as brands rather than models required a radical rethinking of how they engaged communities and audiences globally.