Fair amount of people popping off in the creative community about Jaguar's new rebrand with some pretty heavy comments. Am I defending the choices and is it for me? No. But here's the thing: how many dropping these clever and scathing comments about "death of British icon and its heritage" were actually ever planning to buy a Jag? Or even considered it a viable car they'd be looking to buy in the next 3-5 years? 10? Truth is, heritage brands like Jaguar face an impossible task. Stay the same, you're dinosaurs - sales fall off as only 65-year-old blokes are buying them. Try to evolve, you're "killing an icon." It's a poor rebrand (or a very clever stunt), but at least they're taking a swing at reaching a new generation. The execution might not land for everyone (or at all) but from one creative to another – sometimes you need to break things and upset a few people to build something new. And sometimes you have to fail. #Branding #CreativeDirection #Jaguar
This discussion looks mostly held by designers and they will always be absurdly critical. It's even an easy target imo. But they seem to forget that they are not the target audience and that this is only a tiny part in a way bigger strategy. I'm mostly curious how it will play out in the real world and how this will further unfold across the entire brand.
My votes on clever stunt, either way, this is by far the most Jaguar has ever been spoken about on social platforms.
It’s awful, but as they say the only thing worse than people talking about you is not talking about you
Interesting take on the whole thing and similar to where I ended up when I wrote (apologies, a long) post yesterday as someone who has worked in Marketing, but also currently writing a book looking at stories from the histories of car brands: https://www.linkedin.com/posts/michaelbeddoesuk_as-someone-who-is-literally-writing-a-book-activity-7265398448919646208-6Foy?utm_source=share&utm_medium=member_desktop
As a former, and hoped to be once again, Jag owner, I am disappointed with the change.
I suspect most customers they're targeting at don't even have driving license.
We've all been triggered...
Finally we're kind of talking about cars again. I've missed this.
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4wLike Addidas number 44 saga, or purple Union Jack... There must be a term for this disruptive advertising?