Good press or bad press, does it matter, as long as they’re talking?
I’m sure most of you by now have seen the recent JLR (Jaguar) announcment a bold rebrand, pivoting from its traditional luxury car image to an electric-first, ultra-luxury ethos.
The move is sparking debate, some hail it as visionary, others see it as a risk to the iconic heritage.
It got me thinking, Is there really such a thing as bad press when it comes to visibility?
On one hand, any conversation keeps a brand top of mind, driving awareness.
On the other, alienating loyal audiences or attracting criticism could tarnish trust, especially in a competitive market like automotive.
So, does controversy over a rebrand fuel growth, or does it dilute legacy?
How do brands strike the balance between evolution and identity?
What’s your take, especially as marketers, designers, or Jaguar enthusiasts? 🤘🏻
There's no denying that controversy captures attention, but for a brand like Jaguar, rooted in tradition, the real test will be in delivering on their new promise without losing their essence George Arabian
Interesting perspective on the JLR rebrand! Balancing innovation with brand legacy is indeed tricky. Do you think there are specific strategies they can employ to maintain trust while evolving? On a different note, I’d be happy to connect—please feel free to send me a request!
Jaguar's Bold Rebrand: When Challenging Convention Challenges Fans
Challenging convention has always been at the heart of Jaguar's DNA.
Yet last night's unveiling of their new brand identity and ad campaign has sparked intense debate within the automotive community - petrolheads and car nuts like me.
As Chief Creative Officer, Professor Gerry McGovern stated, 'This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation.’
To be fair, the response has been remarkable - over 20 million views across key social channels in less than one day.
But most comments have been negative.
Perhaps the problem is not the rebrand itself but the absence of a brand-inspired dialogue surrounding it.
A more open, made-for-social conversation about the brand's new direction might have helped bridge the gap between the old Jaguar and the new.
Nonetheless, I'm still cheering on from the slide lines for Jaguar's future success.
Here's to hoping the Art Basel reveal puts the entire JaGUar rebrand into context.
Love to know what others think about the campaign and the online reactions.
#Jaguar#BrandTransformation#Automotive#LuxuryCars#EVs#BusinessOfCreativity#AdvertisingWhoCares
I think the Jaguar rebrand is pretty iconic, to be honest.
Here’s why:
It’s causing global conversation as Jaguar relaunch as an all-electric car brand.
Global brand and product awareness.
Would I know about their move to all-electric if it was just a standard rebrand?
Probably not at this stage.
Would I have signed up to their mailing list to keep updated?
Definitely not!
But, I'm curious 👀
Plus personally, I love the high-end, futuristic vibes.
It's giving a bold statement and I'm here for it 🔥.
Smart move.
Iconic rebrand.
Global conversation.
Do you agree or disagree? 😉
🚗💥 Say what you want about Jaguar and their massive rebrand, but the buzz surrounding it is undeniable. The controversial advert and their bold shift away from tradition have sparked a lively debate across LinkedIn. I've never seen a car company generate this much exposure!
Everyone and their granny seems to have an opinion on the matter. If you'd conducted a survey six months ago asking consumers to name six car companies, I guarantee Jaguar wouldn’t have made the list—unless you happened to drive one. Now, ask the same question, and I predict a significant percentage will mention Jaguar.
Sure, some might say it’s for the wrong reasons, but the fact remains: they’ve managed to get into your head, and that’s impressive. Love it or hate it, this rebranding has put Jaguar back on the map! #Jaguar#Branding#Marketing#Innovation
When I first saw the new Jaguar Land Rover UK rebrand campaign, I’ll admit, I paused. It felt bold, maybe even controversial. And yes, some called it "too woke." Even tabloids like the Daily Mail decided to take jabs at the man behind the brand (Thanks, Anton Bell, for calling it out). But the more I saw it, the more I liked it. Why? Because it’s doing exactly what a campaign should: making people talk, challenging perceptions, and driving a conversation.
Here’s the truth—history has consistently shown us that companies stuck in their old ways, refusing to adapt, slowly wither and die. Kodak was the leader in photography but ignored the digital revolution and filed for bankruptcy in 2012, causing a significant revenue decline. Blockbuster ruled video rentals but refused to embrace streaming, filed for bankruptcy in 2010; stores closed. Nokia dominated mobile phones but clung to outdated systems (Slow response to smartphone innovation, turned down Android and stuck with outdated Symbian OS). Market share dropped from 50% in 2007 to less than 5% in 2013.
The same can be said for publishing and media. Those who didn’t transition online or fail to innovate are shadows of their former selves if they even exist.
Jaguar’s campaign might upset some purists who feel it’s "insulting" to the brand’s legacy. But let’s not forget—sales have been declining for years. The campaign isn’t the problem; it’s the solution. Legacy brands that renew themselves give themselves a fighting chance. They innovate, adapt, and ultimately thrive.
Just look at the likes of Apple (Market cap grew from ~$3 billion in 1997 to over $2 trillion by 2020), Burberry (Revenue increased from £743 million in 2006 to over £2.5 billion by 2012) and Gucci ( Sales grew by 42% in 2017, reaching €6.2 billion)—brands that reinvented themselves, leaned into bold new visions, and turned things around spectacularly. Meanwhile, brands like VHS (remember the Betamax vs VHS war?) dominated their time but eventually faded when they failed to evolve continuously.
No matter how iconic, a brand can lose the consumer fight if it doesn’t renew itself. Jaguar’s boldness isn’t an insult to its legacy—it’s a tribute to its desire to stay relevant, take risks, and fight for its place in the market.
What do you think?
Is reinvention worth the risk? Let’s discuss it!
Strategic Creative Leader | UX/UI Expert | Transforming Brands & Experiences for Success | Family man | Fitness Enthusiast | Mentor
There’s been a lot of heated discussion about Jaguar’s rebrand lately.
What I don’t quite understand is why some people seem to take it as a personal insult. That whole “Don’t you dare touch that classic British brand with modern nonsense!” kind of approach.
And yes I agree, it looks almost comical, like something straight out of an SNL. If it were, we’d all probably laugh instead of getting so worked up.
But here’s my question: how many of us truly cared about Jaguar before this ad? Was it something that played a significant role in your life? Probably not. Yet here we are, debating it with so much emotion.
This rebrand could turn out to be a genius move or a total flop — nobody knows yet. Either way, people are talking about the campaign and waiting to see the new models. That alone feels like a job well done!
At the very least, they’ve had the guts to try something completely different. And hey, if you really don’t like Jaguar anymore, there’s a simple solution: don’t buy their cars. There are plenty of other brands to choose from.
And just a reminder — it’s just a car brand. It won’t change your life in any meaningful way. Take a breath, let it go, and move on.
Have a great week ahead!
#Jaguar#Rebrand#Marketing#Perspective
What do you think about the Jaguar rebrand?
While testing a camera for a shoot with Jonathan Farber we accidentally started talking about it.
Brands who say they’re innovative and aren’t…
Brands who have a heritage in innovative but lost their way…
Whatever you think it’s important to remember a brand is more actions than words and pictures.
And the car industry needs more bold actions.
..and don't get me started on the Ford Capri Chris Le'cand-Harwood
This is exactly what I mean by marketing-led filmmaking and content creation. When we approach a project, it’s never just about pressing ‘record’ and hoping for the best. It’s about digging deep to understand who’s watching and what will resonate. The “story behind the story” matters, because without a genuine connection, because even the slickest footage falls flat if the story doesn't work.
That’s why the groundwork matters so much, the brand deep-dives, the strategy sessions, the hours in-depth chats before the camera ever turns over. This preparation work helps ensure that the final product isn’t just watchable, but genuinely impactful.
For us, this often means crafting content that attracts the right candidates for the right roles. And when the right person lands in the right job, it’s not just a successful placement; it’s the start of a long, meaningful relationship for years to come.
What do you think about the Jaguar rebrand?
While testing a camera for a shoot with Jonathan Farber we accidentally started talking about it.
Brands who say they’re innovative and aren’t…
Brands who have a heritage in innovative but lost their way…
Whatever you think it’s important to remember a brand is more actions than words and pictures.
And the car industry needs more bold actions.
𝗜𝘁'𝘀 𝘀𝘂𝗽𝗽𝗼𝘀𝗲𝗱 𝘁𝗼 𝗯𝗲 𝘂𝗻𝘃𝗲𝗶𝗹𝗲𝗱 𝘁𝗼𝗱𝗮𝘆.
Yes, the new Jaguar...👇
Supposedly there are images of it that were leaked hours before its unveiling.
I has four wheels and a body and some have made comparisons to other cars.
So much for:
copy nothing
break moulds
delete ordinary
When it comes to cars, that’s a tough thing to pull off.
Many cars that copy nothing are usually called concept cars and are usually built once and never sold.
I'm pretty certain that those who are the most anxious for the official unveiling are marketers and brand strategists.
As one who uses brand strategy in my practice, I know I am.
Have Jaguar successfully rebranded themselves or crapped out and heading to oblivion?
We'll find out soon enough.
Be deliberately different!
But be true to your brand and legacy.
There’s been a lot of heated discussion about Jaguar’s rebrand lately.
What I don’t quite understand is why some people seem to take it as a personal insult. That whole “Don’t you dare touch that classic British brand with modern nonsense!” kind of approach.
And yes I agree, it looks almost comical, like something straight out of an SNL. If it were, we’d all probably laugh instead of getting so worked up.
But here’s my question: how many of us truly cared about Jaguar before this ad? Was it something that played a significant role in your life? Probably not. Yet here we are, debating it with so much emotion.
This rebrand could turn out to be a genius move or a total flop — nobody knows yet. Either way, people are talking about the campaign and waiting to see the new models. That alone feels like a job well done!
At the very least, they’ve had the guts to try something completely different. And hey, if you really don’t like Jaguar anymore, there’s a simple solution: don’t buy their cars. There are plenty of other brands to choose from.
And just a reminder — it’s just a car brand. It won’t change your life in any meaningful way. Take a breath, let it go, and move on.
Have a great week ahead!
#Jaguar#Rebrand#Marketing#Perspective
Second thoughts on Jaguar.
(Prompted by seeing a sliver of a car, and the rebrand story making its way into national mainstream media.)
Many are upset that accepted brand and advertising wisdom seem to have been ignored.
But the most valuable marcomms principles are attention, brand attribution and emotional engagement.
Within a couple of days Jaguar have managed to get millions of people talking about their brand and - here’s the important bit - wondering what their new cars will be like.
So now, if those cars really are as special as the ad suggests, this could become the most successful automotive launch ever.
And no one will care that the launch video was a bit silly and had no cars in it. They’ll just think of it as bravely different, and spectacularly effective.
Crossed 1M+ views with my editing skills | 5+ years in video editing | Fiverr Level 1 seller | content creation pro
1moThere's no denying that controversy captures attention, but for a brand like Jaguar, rooted in tradition, the real test will be in delivering on their new promise without losing their essence George Arabian