David Mayer’s Post

The new Jaguar branding. Hmmmmm....it will either go down as the longest branding suicide note in history or a masterstroke. I guess only time will tell. Part of me admires the sheer boldness of the move and I can see the rationale behind it. Picture the briefing meeting: "Listen up folks, we have a problem-child brand with ever-decreasing sales and an image of being for old middle-aged petrol heads – they’re a dying breed, literally, and we need to be looking to the future beyond ICE. Tinkering with the existing branding will achieve nothing – we must shift the brand entirely, tear-up the history, move into EV and be prepared to upset people along the way”. Fine. Offing 80+ years of brand and racing heritage that includes building ‘the most beautiful car in the world’ (according to Enzo Ferrari) is a brave move, as is telling your current and past customer base to effectively 'Foxtrot Oscar'. If nothing else it’s disruptive and has also triggered fierce debate in a way almost unheard of for an automotive brand with an ad that doesn’t show or even mention a car (yet) and ignites the conversation when you don’t even have a product to sell. But… at some point the smoke and mirrors will have to give way to driveable product and that’s where the real challenge for Jaguar lies. Reputedly the new range is aimed at younger, hipper, wealthier influencers. Okay, but with an entry level at just below £100k and with fully loaded cars likely to be significantly over the £100k mark they will find themselves rubbing shoulders with Porsche , perhaps even pushing around Aston Martin territory (who have pushed back their own EV to 2026 due to ‘lack of customer demand’), both of whom punch way hard(er) on the designer brand stakes. It’s a huge risk. Past reputation for reliability issues aside, if the new Jaaag doesn’t jive with the new target market then the brand is in for a bumpy ride at best, oblivion at worst. 'Delete Ordinary - Go Bold - Copy nothing'. Fine. But stand for something, Jaguar, or fall for everything.

Did Jaguar just kill its own brand? As a marketing strategist, here are my thoughts on the controversial Jaguar’s recent rebrand: Jaguar faced a pressing issue: sales were plummeting. In 2022, they sold fewer than 62,000 cars globally—a far cry from their golden days. The shift to electric vehicles left them lagging behind competitors like Tesla and Porsche, and their brand identity wasn’t connecting with modern luxury buyers. Jaguar needed a dramatic pivot. Enter the rebrand. Their new identity is sleek, futuristic, and unapologetically minimalist. Gone is the iconic leaping jaguar—an emblem of power and elegance—and in its place is a logo that’s almost devoid of automotive context. It’s a striking choice, especially for a brand named after an endangered animal. But this wasn’t just about aesthetics. Jaguar’s rebrand aims to: > Signal a shift to luxury electric vehicles. > Reposition Jaguar as a modern, global luxury brand, moving beyond its British roots. > Generate buzz—even polarisation—to reignite interest in a brand that’s been fading into the background. And on that last point, they’ve succeeded. The marketing campaign is bold, featuring neon-lit models and provocative phrases like “Break moulds” and “Copy nothing”. It doesn’t even show cars—an unusual and risky move for an automotive brand. But... what about the results (so far)? The immediate goal of any rebrand is to get people talking. Jaguar has done just that. From praise to outrage, the campaign has sparked conversations worldwide. This buzz is a marketing win in itself. In an age where attention is currency, Jaguar has everyone watching. But the critical question remains: >>>>> Will this lead to sales? A bold rebrand can grab attention, but it won’t solve underlying issues if the product doesn’t deliver. Jaguar needs to follow this campaign with: - Compelling products that match the hype. - Clear messaging about what their vehicles stand for in the electric luxury space. - Effortless customer experiences that align with the expectations of today’s high-end buyers. If they can execute these elements, this rebrand might not just revive Jaguar—it could reposition them as leaders in the EV market. What can we learn from this? Buzz matters, but follow-through matters more.  Attention gets you in the door, but it’s the product and customer experience that close the sale. Know your audience. Jaguar’s move polarises—but it might just resonate with the buyers they need most: those seeking luxury with a future-forward edge. The Jaguar rebrand is a high-stakes marketing masterclass. Whether it’s a genius move or a gamble that doesn’t pay off, one thing is certain: Jaguar is back in the conversation. What’s your take? Will this bold strategy succeed, or is it too risky? Let’s discuss.

Part 1: Why I Believe Jaguar’s Rebrand Is Doomed to Fail 🚗💭 If you haven’t heard, Jaguar recently unveiled a new logo as part of its shift toward an all-electric, ultra-luxury vehicle lineup. The rebrand includes a minimalist logo aimed at appealing to a younger, design-focused audience. While ambitious, I believe this rebrand is setting Jaguar up for failure. Here’s why: 1. Stripping Away Heritage with the Logo Change The iconic "leaper" logo has long symbolized Jaguar’s heritage and prestige. Replacing it with a minimalist design may modernize the brand visually, but it also strips Jaguar of the identity and legacy that loyal customers have valued for decades. Luxury brands often succeed by building on their heritage, not discarding it. 2. Alienating the Bulk of Their Customer Base Jaguar openly acknowledged that only 10% of its current customer base is likely to transition to its new luxury EV lineup. This decision effectively abandons 90% of its loyal customers in favor of targeting a smaller, niche audience. Ignoring such a large segment of its existing market is a risky gamble, and alienating traditional customers could have long-term repercussions. 3. Ads That Miss the Mark Jaguar’s new advertising campaign feels more like a fashion brand than a car manufacturer. The ads focus on high-fashion models and artistic visuals, with messages like “delete ordinary” and “create exuberant” while lacking any clear emphasis on the cars themselves. For a car buyer, core considerations like quality, reliability, and safety features take precedence. By failing to highlight these essentials, Jaguar risks confusing potential customers and losing credibility as an automaker. Now, I could be wrong about all of this (and I hope I 'am), but from what I’m seeing, Jaguar’s campaign approach shows a clear lack of focus on vehicles and direct product emphasis, which risks alienating its traditional customer base. Overall, the drastic departure from its heritage and loyal audience makes this rebrand appear to be a risky move that’s potentially doomed to fail. In the next part, I will talk about what my approach would be if I were the Chief Marketing Officer of Jaguar. 

Jaguar’s Bold Rebrand Sparks Debate Over Its Marketing Strategy Jaguar, the iconic British carmaker, recently teased a bold rebrand, sparking both intrigue and criticism. Their latest promotional video focuses on diversity, avant-garde fashion, and the slogan “Delete Ordinary.” Yet, there’s a notable absence of what you’d expect from a car commercial—cars. This campaign offers just a sneak peek into Jaguar’s plans, with the full ad still under wraps. For now, the teaser features a diverse cast of models stepping out of a sleek, stylized elevator, accompanied by striking slogans like “live vivid” and “delete ordinary.” However, the absence of any cars in the ad has left fans scratching their heads and prompted critics, including Tesla CEO Elon Musk, to ask, “Do you sell cars?” What’s the Drive Behind This Rebrand? Jaguar’s rebrand comes at a time when the company is navigating declining sales. Last year, the brand sold fewer than 67,000 cars globally, a significant drop from its pre-pandemic figures. Now, Jaguar aims to reinvent itself, appealing to “design-minded, cash-rich, time-poor” consumers and committing to an all-electric future by 2026 with three new models. It’s ambitious and daring, but such a significant transformation invites skepticism. Inclusivity or Identity Crisis? Jaguar’s shift marks a departure from its historically masculine image, once epitomized by suave villains like Tom Hiddleston in its “Good to Be Bad” campaign. The new focus on diversity and inclusion is a bold statement, but it raises questions: Who is Jaguar’s audience now? Critics argue that abandoning their traditional customer base without clearly defining a new one might dilute their brand identity. Inclusivity matters, but so does ensuring your storytelling resonates with your intended market. Lessons from Rebrand Backlashes Jaguar isn’t alone in facing rebrand challenges. Companies like Bud Light and Target have seen backlash when trying to appeal to younger, value-driven demographics. Balancing innovation and legacy is no easy task, especially when loyalists feel alienated. The Road Ahead As Jaguar puts it, “This is a complete reset.” While this campaign may puzzle audiences now, the full reveal might offer clarity on their vision. Until then, the bold move is sparking conversation—perhaps just what the brand needs to reclaim its spotlight. Takeaway: Transformative rebrands require balancing bold ideas with strategic clarity. Jaguar’s new direction is intriguing—let’s see if it accelerates the brand to new heights. What do you think about Jaguar’s new direction? Is this the bold reinvention the brand needed, or a misstep in its marketing strategy? Do you see this as a clever repositioning or a risky gamble? Share your thoughts in the comments below! #Marketing #Rebranding #Innovation #Diversity #Jaguar #LuxuryCars #BrandStrategy

🚨 Anticipating the Buzz: Jaguar’s Rebrand Sparks Viral Conversations 🚨 The automotive world is abuzz with news of Jaguar’s bold rebranding, a seismic shift capturing attention and sparking debates across social platforms. As the 89-year-old British automaker ventures into its New Era, its “Copy Nothing” campaign has been making waves, embodying a philosophy that challenges convention and sets new benchmarks in design and innovation. 🔍 Decoding the Viral Appeal One of the most talked-about aspects of this rebrand is the new double-J embedded design and the reimagined typography, notably the unconventional capitalisation of “JaGuar.” While not universally appealing at first glance, it’s clear that Jaguar is playing the long game, crafting designs that may resonate more once integrated into their upcoming vehicles. The strategy is bold—perhaps even polarizing—but it’s achieving what many rebrands aspire to: massive visibility. ⚡ Why It’s Going Viral 1️⃣ Controversy Creates Engagement: The unexpected stylistic choices are sparking heated debates, from the new logo to Jaguar’s direction toward an electric future. 2️⃣ The “Copy Nothing” Ethos: By actively rejecting industry norms, Jaguar positions itself as a trendsetter rather than a follower. 3️⃣ Layered Creativity: Rebranding an iconic name like Jaguar demands layers of strategic and creative effort—something that doesn’t go unnoticed by brand watchers. As Jaguar moves toward a future powered by electricity and sustainability, its rebranding has become a lightning rod for discussions about the intersection of tradition and modernity. 🚗 Waiting for the Reveal While the double-J design may not have won everyone over just yet, it’s important to reserve judgment until it debuts on Jaguar’s upcoming cars. Branding often evolves in the public eye, and this is no exception. Once integrated with their luxury vehicles, the design may take on a new, more cohesive appeal. 📈 The Power of Viral News Whether the feedback is positive or critical, the sheer volume of conversation surrounding Jaguar’s rebrand underscores a key principle of modern media: “Bad news is better than no news.” With anticipation building, Jaguar has secured its position as a topic of global interest—exactly what a rebrand is meant to achieve. Stay tuned as this story develops—it’s shaping up to be a fascinating case study in branding, strategy, and the power of public opinion in the digital age. What are your thoughts on this bold move? Is it a hit or a miss? Let’s discuss! 💬 https://bit.ly/3OgSwY6 #sweeboh #rebrand #carbrand #viral #jaguarrebrand

The jaguar rebrand- an insights perspective on why it should never have happened I have done a lot of brand and brand marketing development and evaluation work in my time. And only twice have I told a CMO in no uncertain terms that if they go ahead, they will be walking into a very bad place, and been unwavering that the work is pulled. Both times a lot of money had been spent and a lot of emotional energy invested. But it was better to tell them to draw a line, than launch and do untold brand damage. Because that costs more in itself and takes years to unwind. This is exactly the advice Jaguar should have been given about their brand relaunch.  To be honest, I couldn’t really care less about the editorial style, not utilising automotive conventions or most of the criticisms being levelled at it: creative and brand should be bold. But it has some significant basic problems around cognitive dissonance and the breaking of a customers mental model which are always fatal flaws. Here’s why; 1. If you lean into inclusivity you need to do it authentically, not just slap a model of colour in your casting. There is nothing about a luxury brand which is inclusive. It has no right to authentically lead with this messaging. 2. The rebrand is too far away from the core of what the brands identity is. Your identity lives in the mind of the customer, not your marketing team. It is a brand built on classical heritage. You can stretch the associations a customer has-you can’t do a 180 and leap from classic to fashion led modernity in one go. Customers won’t keep up. 3. The rebrand demolishes all key visual semiotics of the brand- taking a sledge hammer to these (green, a jaguar) breaks the customers mental model 4. Launching this big a leap with a video ad is a misguided marketing channel; brands who have appealed to the younger wealthy have done it experientially with continued celebrity endorsements and taken a show don’t tell strategy- because it’s easier to believe, trust and covet through a person. And because brand stretch needs to happen over time to be done successfully.  5. Even if this is some kind of PR led stunt to generate “buzz” which will be pedalled back from with their new car launch, a “hoax” only works when the customer’s in on it, not the subject of it; making people feel daft and a bit foolish isn’t a great strategy for building the trust you need to buy a luxury car 6. Culturally, we’re living through war and a cost of living crisis. The excess of this is culturally tone deaf- and past financial crisis have shown that HNWI aren’t overly keen to flaunt wealth, preferring “plain paper” strategies. Lesson? You don’t even need research to know this was a mistake. An hour with an experienced researcher would have surfaced these problems. From the new year I’m going to be stepping back into consulting in both user and market research. Want to work with me? [email protected] #userresearch #marketresearch #brand #marketing #jaguar

As marketing enthusiasts lose their collective shit for the 32,667th time—this round sparked by Jaguar’s rebranding—let's zoom in on one of the most critical, often-ignored pillars of brand communication: state your line in the sand. Define what you refuse to do. Draw boundaries so clear they become part of your identity. Here’s what Jaguar could learn from other carmakers who know the power of a solid “don’t” list: Fiat doesn’t build grey cars.  Why? Because Fiat’s all about vibrant, joyful Italian spirit. Their cars don’t just get you from A to B; they do it with personality. Porsche doesn’t sacrifice performance for luxury.  Even their SUVs and EVs are built with driving dynamics at their core. Comfort’s great, but not if it means losing that Porsche edge. Land Rover doesn’t make soft-roaders.  Sure, most owners won’t go beyond their gated community, but every Land Rover comes ready for rugged terrain, honoring its adventurous DNA. SO, WHAT SHOULD JAGUAR’S LINE IN THE SAND BE? How about: “We don’t compromise our heritage of elegance and performance.” Jaguar is about timeless beauty, exhilarating performance, and individuality. The E-Type isn’t an icon because it looks cool—it has a soul, a roar, and a presence. Jaguar doesn’t need to erase its past to innovate; it needs to electrify that legacy without losing what made it electric in the first place. This statement would reinforce pushing boundaries while staying Jaguar at the core. WHY THIS MIGHT WORK It Sets Them Apart In The EV Era.  As every carmaker jumps into electrification, Jaguar’s line in the sand tells the world its vehicles will still deliver artistry and emotion—regardless of the powertrain. It’s Forward-Looking But Keeps Its Roots.  Jaguar can show it’s evolving without becoming unrecognizable—no fleeting trends, no mass-market dilution—just character, innovation, and craftsmanship. BOLD MOVES JAGUAR COULD MAKE Empty marketing slogans like “Copy nothing” is just noise emphasising the importance of differentiation. File under ‘no shit, Sherlock.’   Want to lead the EV revolution without losing the Jaguar soul? Offer something no other car brand has done up till now: Electrify The Classics.  Retrofit classic Jaguar models with electric powertrains. Show that Jaguars—old or new—are timeless and built to last. Refuse To Blend In.  No soulless EV designs or minimalist interiors that could belong to any brand. Stick to Jaguar’s philosophy of elegance and individuality. Celebrate The Drive.  EV or not, Jaguars must be exhilarating to drive. Performance isn’t optional—it’s the core of the brand. THE BOTTOM LINE Great brands don’t chase trends or sacrifice their DNA for fleeting relevance. They lead the crowd rather than pleasing them, by drawing their line in the sand and building on it—loud, clear, and uncompromising. #JLR #Jaguar

Why Steve Jobs might say give the Jaguar brand a break. The media and LinkedIn "expert" frenzy upon a frenzy that broke about the Jaguar "brand" last week is starting to recede. The Catalyst team have a very clear view. A teaser commercial and a change in logo isn't the brand. The Jaguar teaser commercial is called "copy nothing". Yet, it features a short-haired blonde woman with a sledgehammer. Iconically and ironically (probably a deliberate homage) also seen in Apple's 1984 Mac ad. Steve Jobs was the ultimate brand and marketing catalyst*. Here are four reasons why Steve Jobs might have said to wait until 2nd December when the new Jaguar is revealed before you judge the Jaguar brand. 1. When the Apple 1984 ad was shown originally to the Apple board they hated it. Jobs still ran it. 2. Steve Jobs once said, "Don't let the noise of others' opinions drown out your own inner voice" 3. Steve Jobs also said "If you want to live your life in a creative way, as an artist, you have to not look back too much. You have to be willing to take whatever you've done and whoever you were and throw them away" 4. When Steve Jobs returned to Apple in 1997. The iconic "Think Different" ad appeared the same year. This was before Apple had any new products. Without what the brand would be in its products, it decided to share the belief system that drove Apple. You may not like the Jaguar teaser ad or the change in logo. But it's hard to argue that Jaguar aren't trying to think differently. *A catalyst is any event, person or thing that causes change. Brands and people say they want change - but often find a way to resist.

Jaguar's rebranding campaign reminds me of the avant garde marketing strategy that Nissan adopted to introduce their Infiniti brand and their flagship Q45 to the North American market in 1989. The Infiniti advertisements rarely showed the cars, but instead used music and images of nature to try to evoke a "feeling". Here are some examples: https://lnkd.in/gP8QARzS The problem was that the "feeling" that the advertising most commonly created was "confusion". People wondered what was being sold. And when they figured out it was a car, they often asked themselves why the company wasn't showing the car. Was it ugly? Was it weird? You be the judge: https://lnkd.in/gURw9m7w Although the engineering quality was good, Infiniti never got anywhere near the traction and success that Toyota's Lexus brand achieved, and the lackluster marketing launch didn't help. https://lnkd.in/g_7dqpMk When I saw the new Jaguar advertising, I had a few initial questions and thoughts: "Did Jaguar hire the producers of the Paris Summer Olympics Opening Ceremonies to run their rebranding strategy?" "Do the folks doing Jaguar's marketing drive?" "Maybe I should sell my Jaguar — oh, just realized I don't have one — whew!" Creative Bloq: ‘I hope this is a spoof': A branding expert weighs in on Jaguar's controversial rebrand - 'It completely misunderstands what a brand is’: A branding expert weighs in on Jaguar’s controversial new look. https://lnkd.in/g-auMiZd