Chris Bowers

Jaguar Land Rover UK launched a new ad and it doesn’t have a car in it...Are they crazy? Their ad and rebrand is defo a bold move. But, what do you think about when you think of Jaguar? A blue sports car, beige seats and wood varnish interior? Someone’s grandad whizzing through country lanes, with the roof down? Is he smoking a pipe and wearing driving gloves? Just me? 😂 Jaguar is an iconic British brand. But one that clearly has an older audience. They need to appeal to a younger audience to carve out a new space for themselves. This is clearly a brave move, but I think that anything that they did here would need to be drastic. I think it's bold, but it's necessarily. I don’t think it’s compete. I think what we've seen so far is the opening scenes of a movie. And we're about to go on a journey - taking a new generation through their rich history and what the brand stands for. I’m excited to see what they do. What do you think? #marketing #rebrand #marketers

Bear with me on this… it’s not exactly about marketing, and nor am I in the target readership for Car Magazine, but this article highlights the extent to which we have all become slaves of data… This is an excellent illustration of the importance of context in interpreting/evaluating data… including marketing data, of course. And there’s my link. ☺️ #data #ev #marketingdata

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There are only three days to go until I present Mediahawk's Autumn edition of our trends report at 2.00 on Thursday 31 October 2024. Based on analysing what drives hundreds of thousands of phone calls to dealers and millions of website visits, I will reveal the performance of the best marketing channels over the last 12 months. So, if you want to learn more about what is working for dealers and differentiate your Pmax from your Vehicle Ads, join below. #automotivemarketing #marketingtrends #googlepmax #googlevehicleads

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Rory Sutherland has had his say on the Jaguar and said the rebrand was NEEDED to compete in the electric car space. Do you agree? 🤔 Rory argues that digitalisation has massively affected the luxury electric car market, allowing low-cost electric car brands to compete in this space like never before. However, has the heritage of the Jaguar brand been hurt by this move and its existing customers? Or is this needed to reach a new audience and boost profits? Marketers, I'd love to know your HONEST opinion on this one! Let me know in the comments below. 📽️ : The Spectator YouTube Channel #Jaguar #branding #marketingnew #marketer #brand #rorysutherland

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Thrilled to be nominated in the B2B Marketing Awards for the Best Limited-Budget Marketing Campaign. It ran for 18 months in total but continues to generate leads - so the 9.3x ROI that we reported in our award submission this summer has actually increased since then. How did we do it - and what have we learned? The first thing to say is this was only possible thanks to a hugely collaborative partner in Park Communications Ltd., with whom we've co-produced print-thought leadership since 2019. But here are 3 more useful, fundamental principles of effective #B2Bmarketing which really set apart the sheep from the goats. 1. Treat your content like a product Park, as a supplier to the marcomms industry (amongst others) takes pride in delivering a product that's second to none. So why would it's marketing content be any different? In a competitive market for attention, second-rate content is a total waste of resources - it's forgotten the minute it's published. The work that rises to the top is the content that creates highly-differentiated audience value that standards apart from the competition. 2) Take an investment mindset This campaign 'started', arguably, in 2019, when we set out to make Park the premier authority on sustainable printing (as well as the premier service provider). Could the client have booked meetings faster with flashy events and ATL campaigns? Absolutely - at massive cost and with no long-term ROI. Effective B2B #contentmarketing is hugely capital efficient as it yeids increasing returns over time. The investments we made in 2019 fed into this campaign in the form of research insights and data points that helped us hone our approach over 4 years and run higher-profile campaigning with greater confidence of success. 3) Obsess over the data For some marketers, reporting is a chore. For us, it's a labour of love. Our proprietary framework has been developed squarely for the marketing analytics that make a geniuine difference to the business bottom line. They're our first port of call for any new content strategy and they're used to continually optimize our approach over time. Best of luck to all the other entrants in our category and looking forward to meeting you next week at the awards. Jody Tideswell Frederick Smith Tom Ritchie

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This might be the best remarketing ad I’ve ever seen 👀 - I bought from Boody about 6 months ago - They’ve left me alone because they know I don’t need more of their products just yet - remarketing to me daily since that initial budget would be a waste of budget! - Then just at the right time they come up in my Instagram stories with a suggestion to refresh my top drawer 👀 - And they give me a nice little discount so sweeten the deal 🤑 Nicely executed Boody!!! #customerretention #marketingstrategy #metaads

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🚗 Automotive PR people, who wants it? With autumn kicking off with local floods in most parts of the UK, there’s a timely PR angle that could drive major media attention ❗ How about creating a simple, advice guide on "How to Drive Through Flooded Roads (and Why You Probably Shouldn't)"? 🚨 Whether it's expert advice from driving instructors, car safety tips, or breakdown prevention, this kind of practical, seasonal content is exactly what the UK media is looking for right now. Plus, it's a great way for automotive brands to show they care about driver safety and vehicle maintenance. This could be a great opportunity to: 🛣️ Position your brand as an authority on road safety. 💡 Offer valuable content that keeps drivers informed during tricky weather conditions. 🌧️ Secure media coverage in outlets that are hungry for relevant, useful stories during the rainy season.

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Here is how brands die a slow death. I’m facing a problem with BMW, (Motorrad) the reverse assist on the GTL fails repeatedly and the customer service is a joke. Global forums are full of this issue and dealers across US and Europe seem to mostly help support replacement. Emails etc are not helping. India BMW thinks we are in the Stone Age and they can create their own rules. It will help to note with - the bike’s engine failed and was replaced under warranty within months of purchase Here is what happened so far - At 20,600 km: Reverse gear was replaced under warranty after the first malfunction. - Regular Services: Multiple services were performed, but no recall notices were given despite known issues with the reverse gear. - At 46,000 km: Reverse gear malfunctioned again. BMW now refuses to replace it for free, despite the previous replacement, claiming it’s due to "external factors." BMW's List of Excuses: - Age of the Vehicle: They claim the bike’s age contributes to the problem. Yes my bike is 6+ years old, - Riding Profile/Usage: They suggest that how the bike is used is causing the issue. Apparently it’s not to be ridden but showcased only - Maintenance: They imply that the issue could stem from inadequate maintenance. It’s only ever maintained at the authorized service center and I have never received any escalation - Storage Conditions: BMW even suggests that where and how the bike is stored might be to blame. I will now have to find a freezer large enough to house it as per German temperature standards BMW is avoiding responsibility, shifting the blame onto the rider with various excuses rather than addressing what seems to be a recurring engineering / manufacturing flaw. We deserve better accountability and quality from a brand of this stature. BMW Group BMW Manufacturing Co., LLC BMW Motorrad Vikram Pawah

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It is very interesting to see what Jaguar Jaguar Land Rover UK is doing. Two Marketing Considerations: - How can we evaluate whether their new marketing and branding strategy is smart, innovative, and forward-thinking or inadvertently risks alienating the target audience? - What rationale would support such a significant shift if the rebranding effort does not achieve the desired ROI and impacts the company negatively? The ones that I need help understanding are the persona and the logo #jaguar. You can’t simply eliminate the jaguar (the main image) —it’s a core element of the brand’s identity. I have a feeling this change won’t deliver the desired ROI and may risk losing core customers. The German automakers will likely be eager to attract those customers. ---- Who buys Jaguar? Persona: James or Emma, the Discerning Achiever Age: 40–55 Income: $150,000+ annually Occupation: Successful executive, entrepreneur, or high-level professional (e.g., lawyer, doctor, or business owner) Lifestyle: Lives in a well-appointed suburban home or a city condo, enjoys fine dining, exclusive travel experiences, and cultural events. Values quality over quantity in all aspects of life. Personality: Confident, sophisticated, and self-assured. James/Emma appreciates brands that offer more than just status—they want products that align with their individuality and refined taste. Values: Tradition combined with innovation, elegance with practicality, and a touch of exclusivity. They favor brands that embody craftsmanship and authenticity over mass appeal. Buying Motivation: They choose Jaguar because it represents their success and personal style without being ostentatious. The car’s performance, comfort, and elegant design mirror their professional achievements and unique identity. #automotive #brandidentity #2024 #marketing

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Back to Jaguar... I might be wrong, but it might be a stunt!... They can build a new landing page to introduce the new look (with nothing new, no car, just screengrab of the single video..) but can't update the actual website, not even swapping the logo image? what kind of brand launch is that... Step1: Do something wrong step2: People complain and talk about it step3: Reveal the real rebrand Step4: Profit https://lnkd.in/gtqY5ufQ

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The power of simplicity… take a look at the latest article I wrote for Composites in Manufacturing. If you’re struggling with your next campaign, or over complicating your marketing strategy, stop. Relax. Think again. And if you need help or advice, call me and we’ll have a coffee. I’m a real geek when it comes to marketing. I could chat through ideas for hours. Make the most of my industry knowledge - and love of coffee ☕️ #marketing #strategy #keepitsimple

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In the ever-evolving UK marketplace, identifying your target audience is not just a nice-to-have, it’s a necessity. Learn why identifying your target audience is crucial for your business' success > https://lnkd.in/dbBqD4mr #Marketing #MarketingStrategy #TargetAudience

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I ❤️ Old Ads… Especially car ads 🚗 This one for VW is from a 1963! 📝 Ad Copy and Consumer Psychology Marketing breakdown provided below 👇 ….. [COPY] "Left Page: Is this the reason Horseless carriages weren’t called horseless carriages for nothing. Gas engines may have taken the place of the horse. But the horse left its mark. Early cars kept their whip sockets, long after there were no horses to whip. Dashboards once kept the horse from splashing mud on the passengers. And most cars have kept their engines up front, where the horse used to go. When the Volkswagen was designed, we assumed that horses would never be back. Right Page: most engines still aren’t in back? So we felt free to put the engine over the rear wheels, the ones that drive the car. That way, you don’t spin your wheels getting power from the front to the back. Or horse around with heavy driveshafts. You also get more weight over the drive wheels for firm traction when the going gets sloppy. Actually, the VW’s air-cooled aluminum engine would have been a sensation, even in front. But the big idea was moving it to the rear. It was, a great leap backward in the world of automobile design." [END] ...... Here's the Psychological Breakdown of the campaign which effectively uses various proven psych techniques to capture attention and promote the car’s rear-engine design: 1. Nostalgia and Humor The ad juxtaposes a horse-drawn carriage with a modern Volkswagen, evoking nostalgia and humor. Nostalgia creates a sentimental connection to the past, enhancing positive feelings (Sedikides, Wildschut, & Baden, 2004). Humor makes the ad memorable and engaging, as it increases attention and reduces resistance to persuasion (Weinberger & Gulas, 1992). 2. Questioning Assumptions The headline, “Is this the reason most engines still aren’t in back?” challenges conventional thinking. This taps into cognitive dissonance (Festinger, 1957), making readers question their assumptions about engine placement and become more open to Volkswagen’s innovative design. 3. Authority and Trust Volkswagen confidently explains the benefits of the rear-engine design, leveraging the psychology of authority (Cialdini, 2006). By positioning itself as an expert in automotive design, Volkswagen builds trust and persuades the audience to accept its claims. 4. Contrast and Comparison The ad uses contrast effect (Tversky & Kahneman, 1981) by comparing the outdated horse-drawn carriage with the advanced Volkswagen. This highlights the car’s modernity and innovation, making it seem superior and more desirable. 5. Simplicity and Clarity The ad’s straightforward language adheres to cognitive fluency (Alter & Oppenheimer, 2009). Simple, clear messages are easier to process and remember, ensuring that the benefits of the rear-engine design are easily understood and more persuasive.

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Controversial - I like the new Jaguar Land Rover UK ad! Jaguar has received a lot of backlash over its rebrand and car-less ad. But I think it's achieved what most ads fail to do now... conversation, interest, eyeballs, attention and recall. How many car ads over the last ten years do you remember? Probably just a couple out of the hundreds made. Now think of how many adverts you could recall in the previous ten years...not that many? Jaguar has enough brand awareness; it doesn't need to educate consumers on what it sells. However, they need to stand out in a crowded market, attract new eyeballs to the brand, and get people to discuss them; this ad achieved this. We, of course, need ads that tell you what you are buying, but we also need ads that grab attention. John Lewis did this with their first Christmas ad, sparking a wealth of creativity. Creativity is needed in ads; if social media platforms have taught us anything, consumers watch short-form videos, essentially what a traditional TV ad is, and engage with banners...Instagram is just basically a feed of them. So, as much as you may hate the rebrand and the ad, it's achieved what most ads fail to do: gander attention and recall. Maybe it's time you rethought your ads. #creatives #design #branding #jaguar https://lnkd.in/e6hEpf72

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At last the UK's creative services industry is getting the recognition it deserves. It's on a list of eight industries the UK government considers ‘growth driving sectors’ and is included in a new #industrialstrategy, published on Monday. (The strategy is contained in a document called ‘Invest 2035: The UK’s Modern Industrial Strategy’.) Call me thin-skinned, but I've always been frustrated our industry has been overlooked by previous governments, who have not recognised that it’s world class and a significant contributor to our economy. That fact is acknowledged by the government in its report that notes, ‘According to the Creative Industries Policy and Evidence Centre, the creative industries accounted for 67% of the UK’s digital exports in 2021’. HMG’s plans for the industry include ‘unlocking private investment, boosting exports, and developing its highly skilled workforce’. So far, so big yawn. What’s more interesting is the government’s recognition that ‘the sector plays an important role in driving growth across regions and nations, through creative clusters and corridors across the country that spread opportunity and prosperity in communities’. For those of us with long memories, we’ll recall that regional creative clusters is not a new idea and in some areas, such as Brighton or Bristol, these have happened naturally without government encouragement. But. The government has included our industry in its Magnificent 8 and so we should be thankful. Other countries, notably Germany and Japan, have better track records when it comes to national industrial strategies. It may be because they're culturally more comfortable with the  ten year plus time frames involved, whereas our political time frame of minus four years hold sway. And a top down, centrally driven plan may sit uncomfortably with an industry that has ‘creative’ in its title. But the demand is there. You only need look at the giant Shinfield Studios - a hugely impressive 18 stage, film & TV studio complex in Reading and the even bigger one planned for Sunderland to see that international investors have already given our industry a vote of confidence. And the jobs are there too. A scan of online jobs board, indeed, shows there’s 3,000+ social media jobs currently open. I can't vouch for the quality of these jobs, but if they’re in agencies I'd like to think they’d be in a benevolent working environment with an emphasis on respect, collaboration and personal development. The government’s strategy is in a Green Paper that’ll be upgraded to a White Paper after a consultation period that ends on November 24th. By then it wants to hear from the industry and I’d urge anyone in my network who’s involved in a professional trade association to lobby their body to submit something. It doesn't have to be long; a single side of A4 will suffice providing it’s cogently written. But we have an opportunity here to help further shape a world beating industry. 

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Still keen to get the Rene Power Marketing Ltd page and newsletter off the ground. But the page needs more followers to unlock the functionality 🙄 𝕎𝕙𝕒𝕥'𝕤 𝕚𝕟 𝕚𝕥 𝕗𝕠𝕣 𝕪𝕠𝕦? I'll be bringing marketing tips and inspiration for all you b2b, industrial, manufacturing and engineering contacts. The types of industries that are still completely ignored when it comes to inspiring and useable marketing content. 𝕎𝕙𝕠'𝕤 𝕚𝕥 𝕗𝕠𝕣? I'm already posting on the page but the content and newsletter are going to be useful to marketers at all levels, sales and commercial leaders and hands on MDs of family led factory businesses. I'll be unpacking everything I've learned and seen in 30 years as I unveil my #MARKETright process to help SME b2bs market better. All ahead of book and podcast launches later in the year. (Will be looking for guests and contributors) 𝕎𝕙𝕪 𝕒𝕞 𝕀 𝕕𝕠𝕚𝕟𝕘 𝕥𝕙𝕚𝕤? Because what Meta, Adidas, Innocent, Gymshark and Virgin does with their huge marketing teams and stellar budgets - and what the B2B bros in tech and finance say you should be doing - bears no relation to your day to day. So, please go follow Rene Power Marketing Ltd #b2bmarketing #contentmarketing #ukmanufacturing NB: Free tip: I was today years old when I googled "text converter for Linkedin posts".

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A truly spectacular way to open the seventh EV SUMMIT! Following on from this incredible performance, we had a full auditorium for the opening keynote from Marc Palmer and then the Auto Trader UK panel discussing the need for greater affordability and education for consumers to propel EV sales. Quite some start to this year's EV SUMMIT...! #EVSUMMIT | #EV | #BEV | #EMobility | #ElectricVehicles | #Decarbonisation

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An interesting branding and marketing question to address here, something I'm going to refer to my friend and colleague Joe Pélissier, a branding expert. For those of you who haven't yet seen this striking trailer for Jaguar, from Jaguar Land Rover, not the watchmaker, I encourage you to take a look and let me know what you think. Personally, I think the strategy is wide of the mark. If the brand team wanted to shock people with a violently tangential re-brand to make us all realise Jaguar will now focus on electric vehicles, you could say they've got our attention. However, this is a very risky strategy. It's early days, as their official 'seismic change' announcement won't be delivered until 3rd December, but it feels a little like they are tearing up the brand heritage to some extent. I'm sitting here, scratching my head, trying to understand who they are appealing to. I don't have access to their latest customer demographics, nor new target market data they might be exploring, but when I put a vague Jaguar customer persona in my mind's eye, this really grates. Thoughts? #jaguar #rebrand #brandingandmarketing

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Jaguar’s new Type 00 concept is everywhere at the moment, and the rebrand has done what every great marketing campaign strives for: it got everyone talking. When the new logo and direction first surfaced, the response was polarised, to say the least - sparking countless debates and a fair bit of backlash. But fast forward to today, and public opinion seems to have flipped, with the buzz surrounding the Miami launch dominating headlines. This is a masterclass in how attention, when strategically managed, can transform perception. Jaguar embraced boldness, stirred conversation, and, most importantly, stayed true to their vision. Love it or hate it, the relaunch shows the power of brave branding. What do you think—has Jaguar pulled off a marketing win, or is it still too early to tell? #BrandStrategy #MarketingSuccess #BoldMarketing #DesignInnovation #JaguarRebrand #JaguarType00

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