Ismail Alkholy’s Post

𝐈 𝐇𝐀𝐕𝐄 𝐓𝐎 𝐑𝐄𝐀𝐂𝐓... Jaguar launched its new logo along with the brand image embedded in it. There is a scandal in the advertising industry because it creates a huge gap between the new brand positioning and the old one. Probably, this is one of the most radical changes in the history of branding. To me, the logo is less important than the brand image/positioning that they launched with it. And now the agency and the Marketing team are probably trying to calm the CEO and the Board down, telling them beautiful things such as: "Don't worry, we were expecting that" or "Don't worry, in history all successful brands were brave enough to break some barriers or go beyond the classical approach; we need to be vibrant" or "Don't worry, we have to target younger generations," etc. These are the classical reasonings from bad marketers. What they are surely not telling the CEO or the Board is the following: 𝟏. 𝐓𝐡𝐞 𝐛𝐫𝐚𝐧𝐝 𝐢𝐦𝐚𝐠𝐞/𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠 must be aligned with the target audience and their NEEDS. I guess that Jaguar's clients look for luxury, differentiation, status, quality, etc. None of that appears there. Everything is about the consumers. But it seems to be a positioning for cool advertisers or marketeers that pretend to be brave and break rules. 𝟐.𝐓𝐫𝐚𝐧𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠 to different target audiences is done in phases, unless you are desperate. 𝟑. 𝐓𝐇𝐄 𝐒𝐄𝐂𝐑𝐄𝐓 that those marketers don't even know: Customers have mental budget maps and slots for each expense category (a budget for food, a budget for fun, a budget for status, a budget for transportation, a budget for luxury, etc.). Before, Jaguar positioned themselves as status/luxury/differentiation, which is why people were willing to pay more for a car that is more expensive than others. Now... does the category of being edgy or transgressive have the same budget size in clients' minds? I doubt it. 𝟒. 𝐃𝐨 𝐲𝐨𝐮 𝐥𝐢𝐤𝐞 𝐧𝐞𝐮𝐫𝐨𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠? I don't know how much dopamine the brain of a wealthy individual will secrete by seeing this positioning. Usually, the brain gets relief when it imagines the outcome. But I do not think this will please their brains a lot. Unless they are trolling us! Have a look and let us know what you think. I leave here the link. Enjoy! https://lnkd.in/dSv4RwpT #marketing, #branding, #customerinsights

I wanted to take a bit of time to digest this Jaguar rebranding campaign before saying something. My gut reaction was: WTF? I know I'm not alone in that camp. But I've long learned that it's always good to think before you speak. So here's what I think. The Logotype Like it or hate it, it's a marketing AND design decision. Some will like it, some won't. A brand needs to make peace with it, and big changes will always crack a few eggs. I'm not particularly fond of the (JR) mark- too fashionable, lost ethos; but I don't know the motivation, the brief, the marketing direction and all the data behind it. Without it, a judgement is nothing more than an baseless opinion. And they stated the feline is here to stay. So, patience. The Tagline "Copy Nothing". It's bold, categorical, and unapologetic. When I look at the attached ad, I see all that in how it's shot. But I don't see the tagline. In fact, what I see is a copy-pasted personality between all the actors, emotionless, cyborgs in different skins and different colors. All competing for extravagance. So I'm thinking, this cannot be a coincidence. These are pros and know better. So why this direction? What if this is actually not about Jaguar, but rather about the industry. What if it's a jab at the uniform, heartless and unimaginative auto space. Most manufactures copy each other, copy trends set by bold thinkers, by risk takers. The Strategy I can't say much about it without having access to details, or until the full story unfolds. What I can say is that this ad has a strong sarcastic feeling. The kind that "it's so over the top, it can't be true". If it's true, if this is the actual direction, I'll eat some crow. But from a Marketing perspective this looks like an elaborate plan, based on more that Internet hot takes. The meltdown that followed will stand proof of either one 2 things: 1. Execution without strategy, without going through all the motions, the thinking is already a lost battle (ra reminder for the "I jump straight into design" folk). 2. The Internet shoots first and asks questions later. The communication strategy needs to be spot on if you're going to troll people. Let's see in which camp Jaguar lands. I hold hope. https://lnkd.in/dnanmaa4

Rebranding Jaguar: A Leap Towards Gen Z, A PR Gamble, or a Misstep? https://lnkd.in/dse-EY8y Yesterday, my LinkedIn and Telegram feeds were buzzing with reactions to Jaguar’s bold rebranding move. Even Porsche seized the moment with a clever ad highlighting respect for heritage and continuity. https://lnkd.in/dkFU2aAP This rebranding has sparked a mix of emotions, with colleagues suggesting three associations: a new healthcare startup, trendy lemonade, or a Gen Z fashion line created by boomers. But beyond the visuals, I’m curious - what’s the goal here? I don’t believe an entire marketing and branding team has collectively lost their minds, nor do I think this is purely a PR stunt. For a storied British brand like Jaguar, taking such risks must have a strategic purpose. Historically, Jaguar has thrived in the realm of mature, aristocratic luxury. Yet in recent years, the brand has struggled - with declining sales, an unclear EV strategy, and increasing competition from German automakers. Big changes were inevitable. Theory 1: This is Jaguar’s (somewhat clumsy) attempt to reach Gen Z and play the long game. With younger generations set to inherit the world’s wealth in 10-20 years, cultivating loyalty now makes sense. A striking, unconventional rebrand could achieve just that through PR buzz. Theory 2: We’re on the brink of seeing Jaguar venture into entirely new territory - robotics, green energy, or something equally unexpected. Whatever the case, it’s bold, risky, and impossible to ignore. What’s your take - genius or misstep? And which brands will be next to reinvent themselves for a changing world?

Copy Nothing? No problem. @JAGUAR has rebranded if you haven’t already seen and heard. Complete disaster or absolute brilliance? Only time will tell. The controversial campaign has definitely got critics and brand marketing execs scratching their heads, including myself. I applaud originality. I love bold thinking. I can’t get enough of creative brand campaigns… However, IMHO this rebrand effort strays too far away from the established brand equities and is a complete departure from the heritage Jaguar has built for decades. Perhaps that is the point? Hard to tell what the strategy is here. I would have paid good money to be in the creative war room, or even attended a focus group on this one. Brand consistency across all platforms/consumer touch points will be critical for success here, so hopefully they copy something (?)… however, I can’t quite wrap my head around Jaguar dealerships coated in vibrant splashes of hot pinks, yellow, reds and oranges unless subtly integrated. I will miss the understated confidence coated in sleek neutrals that has been their visual tone and voice. I vow to remain open-minded until I see the campaign roll out in it’s entirety. #brand #rebrand #creative #creativecampaign #jaguar #landrover #automotivemarketing #creativedirection #brandstrategy

The latest Jaguar marketing campaign has stirred up much speculation, and the truth is, we're still in the dark about its final direction. Was the TV spot a clever ruse or a sneak peek of what's to come? Beneath this mystery lies a significant challenge for Product teams—how do you respond when your customers change or die off? Let me think this through with my Product Management hat on ... Customer retention is a universal challenge in the automotive industry, as with any other product. The market is constantly evolving, with customers aging and eventually dying. Car Manufacturers, in particular, are grappling with the multifaceted changes in their environment.  Given that we still need to see how the Jaguar story unfolds, it is interesting to compare and contrast their approach with Volvo's. Two ads are linked at the end of the post. As a guide, let's also consider the Ansoff Matrix, the Product/Market Expansion Grid. This strategic planning tool helps businesses identify and evaluate growth opportunities. It provides a framework for exploring four key growth strategies based on whether a company focuses on existing or new markets and products. 1. Market Penetration (Existing Products in Existing Markets) 2. Market Development (Existing Products in New Markets) 3. Product Development (New Products in Existing Markets)  4. Diversification (New Products in New Markets) Given the four choices, Volvo seems to focus on Market Penetration (getting younger people to buy their cars), while Jaguar focuses on Diversification (getting someone new to buy a new type of car). This latter strategy is clear, has the most complications, and is associated with the most risk. Two things that Jaguar should consider if they believe this is the proper and necessary approach: 1. Avoid their commercial's 'shock of awe' approach and try more transparent communications by leading with the product. 2. Be more careful in communicating, and do not insult people who question their approach and "Bud-lite" themselves. Of course, Jaguar building a bridge to existing customers (i.e., those who give you money) may make this more Market Development than Diversification. Still, it reduces the risks for their employees, dealers, and others who rely on their value chain. But it seems they want to go differently. Time will tell us if they were brave or misguided. (As an ex-Jag owner and Brit, I wouldn't say I like the logo with the capital G. Don't give creatives too much time and money—they overthink everything.) The Ads: https://lnkd.in/gqfw5_G3 https://lnkd.in/gZ7AV6UD

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https://lnkd.in/d35gBii5 So, Jaguar's new campaign... what can I say? It’s like they’re marketing a $150k car to people who can’t even afford to look at it in the showroom. Seriously, who is this ad even for? Even if you’re targeting the .0001% of the population, this one misses the mark by a mile. Infinity tried this whole “no cars in an ad” gimmick years ago – remember that? (Here’s a reminder: https://lnkd.in/dDWUc7cx) It was a multi-million-dollar flop. Jaguar’s current attempt feels like it’s heading in the same direction, only with a much more ironic, tone-deaf tagline: “Copy Nothing.” Really? The company that’s been copying former owner, Ford and its competitors for decades is telling us to “Copy Nothing”? If irony had a face, this would be it. And I don't get the correlation between men dressing like women in colorful outfits/makeup, brandishing sledge hammers, just to convey individuality. Maybe they've invented a new form of trans-portation? LOL. Let’s be real—Jaguar is still the overpriced, under-performing vanilla in a market full of colorful, exciting competitors. If this marketing stunt was aiming to be the next “Bud Light marketing disaster,” Jaguar, you’d at least have to be relevant. But since we all know that’s not the way it is, let’s skip the funeral and go straight to the wake – it’ll be way more fun. But hey, if this ad somehow convinces you to buy, just be sure to buy two... One for the garage and one to keep in the shop. After all, it's the totally unique Ford, I mean, Jaguar.