Jaguars's rebrand has ignited a wave of debate. This attempted rebrand offers three critical lessons for CEOs attempting to revitalize their teams and workplaces.

Jaguar holds a reputation for targeting male car drivers — and ones with plenty of money. For instance, the company's "Good to be Bad" campaign in 2014 featured British male actors such as Tom Hiddleston and Ben Kingsley portraying suave villains, reinforcing a masculine brand image.