LinkedIn and 3rd parties use essential and non-essential cookies to provide, secure, analyze and improve our Services, and to show you relevant ads (including professional and job ads) on and off LinkedIn. Learn more in our Cookie Policy.

Select Accept to consent or Reject to decline non-essential cookies for this use. You can update your choices at any time in your settings.

Nana T. Baffour-Awuah’s Post

Nana T. Baffour-Awuah

Writer. Strategist. Consultant. @ whatnanawrote™ • #BrandlySpeaking

2w Edited

Jaguar. If you’re breathing, you’ve heard. After last night’s reveal, I have some reflections. ⟹ It’s been fascinating to watch the outrage—and who is outraged. Some smart person (unfortunately, can’t remember who) pointed out that there’s something hilariously ironic about underpaid marketers frothing at the mouth over a car they can’t afford. And honestly, tea. ⟹ Much of the outrage is not really about heritage or taste. Going by some of these hot takes (read: hot rot), it’s barely about brand. It’s about politics (see “go woke, go broke”). And seeing bigots lose their minds has been a special kind of delicious. ⟹ The most insightful takes I’ve read on this work have offered a nuanced perspective, interrogated impact, and highlighted context. They've reminded me that sweeping criticism is easy. And lazy. And it often comes from the people with the loudest voices, the biggest egos, and the least to contribute. ⟹ In an era where branding experts have been up in arms about "blanding", I’m very tickled that Miami Pink isn’t a hit 🙃 #BrandlySpeaking, I’d argue that this rebrand does re-embody the essence of Jaguar—in a way that not only responds to, but also invites in, a changing world. Boldly and bigly. It's not exactly my taste, but that doesn't matter. Ultimately, the real value will be in the profit or the plummet. ---------------------- Hi there, Nana here 👋 I write about branding, words, and work/life. Learn more @ www.whatnanawrote.com // If you enjoyed this post, I'd love to hear why :) #branding #rebranding #marketing #gowokegobroke #blanding #jaguar

14 Comments

Transcript

Good evening, Miami. Jaguar celebrates fearless creativity, so where better to launch its reimagining than here at Miami Art Week? Getting attention in today's world is not always easy, and I assume all of you are. Those following from around the world may have read a thing or two about the new Jaguar brand. And we're delighted to have your attention. Controversy, as always, surrounded British creativity when it's been at its best. David Bowie, Vivienne Westwood, an architect, Richard Rodgers was some of my creative heroes. They were British Trail Blazers who challenged convention and had no desire to copy the norm. In the same way, when Jaguars at its best, it threw away the car design rule book and created E type. And the XJS. These were objects of desire. Sir William Lyons, our founder many years ago, said a Jaguar should be a copy of nothing. Don't be held back by the past. Be brave, be fearless. Copy nothing. Create new objects of desire. These were exactly the words I used to brief my creative team. Type 00 is the first physical manifestation of the new Jaguar brand that's influenced by the desire to recapture the essence of Jaguars original creative conviction. This is a taste of things to come, and those of you who know me know I don't believe in concepts unless they become a reality. Look at its jaw-dropping proportions. That's what we mean. By exuberance. It's long bonnet doesn't conform to electric vehicle design, and why should it? Look at its uncompromising modern surfaces, dramatic intersections and flawless details. At our very best, we have never conformed. And this uncompromising creative approach runs from these exuberant proportions all the way through to the finest details. Our powerful symbols of change follow this exact principle. Each symbol has meaning, the leaper always leaping forward, never backwards, the monogram, our seal of approval and our word mark is the future face of Jaguar. Strike through is another symbol and the name given to the horizontal lines repeated throughout Type 00. It symbolises Jaguars desire to strike through convention. The strike through is at its most prominent. At the rear, accentuating the vehicles beautifully sculpted haunches. Inside, the sense of drama continues. Tactile and forward thinking materials and details come together to create a feeling of occasion. Color is another key component of our new brand. London Blue. A homage to our British heritage while also playing tribute to our favourites E type. Miami Pink. A colour that is synonymous with this city, its architecture, its art, even its football team. Or should I say soccer. Clearly our creativity doesn't conform, so why should our technology? Our new range of vehicles and like many others, will use a completely unique electric platform. Even with these large wheels, there is no range anxiety. With an impressive 430 miles, these will be the most powerful Jaguars ever and will be capable of producing 1000 horsepower. Jaguar has no desire to be loved by everybody. It has already sturdy motions and it will continue to. Some may love it now, some may love it later, and some may never love it. And that's OK, because that's what fearless creativity does. This is the original essence of Jaguar, and for me, it's been an honor to lead the creative reimagining of this great British brand. Thank you. Sir William Lyons, our founder, believed Jaguar should be a copy of Nothing. That's why we face the future with fearless creativity, unbound by imitation. Convention, the expected.

Freelance Brand Strategist, Storyteller, and Writer | Ladies Who Strategize Board Member | Do the WeRQ

2w

“No desire to be loved by everyone.” They’re nailing it, and I respect the hell out of it. And yes, love all the hot takes from people who weren’t considering/couldn’t afford one in the first place. What if we remembered that we’re not the customer?

A brand without meaning is a brand without value.

2w

Nice commentary Nana T. Baffour-Awuah. "We appreciate your attention" is a nice opener by McGovern.

Professional Writer, Brand Communication Strategist and Business Owner

2w

My daughter was watching this with me and she’s a fan of the car. She asked if we could buy it. ☺️ Love your post!

Designer, Educator, and Creative Generalist / Connecting Design with Strategy to Build Brands // Creative Director /// Wannabe Writer

2w

Context

Head of Marketing & Consultant Providing on-demand Marketing Support & Consultancy to Businesses across the UK | Expert in Strategy, Demand Generation, Customer Retention, Life Cycle and Personal Branding.

1w

He mentioned Stevenage! Amazing. To be honest, I love this presentation and explanation. If you’re not the the ICP then of course it wouldn’t appeal to you! I love it and I think it all comes together. I still miss the the actual jaguar animal from the logo. They got attention which is what every marketer desires. So I guess we’ll find to the marketing team! 💙💖

Demand Generation at Radancy | B2B Storyteller | Data-Driven Creative | Visual Communicator

2w

"In an era where branding experts have been up in arms about 'blanding', I’m very tickled that Miami Pink isn’t a hit" 😂💯

BRANDING | CREATIVE | MARKETING ADVISOR

1w

I thought that was Ant or Dec!

Analicia Sotelo

Analicia Sotelo

Associate Director of Brand Communication @ Siegel+Gale | Writer and Poet

2w

Yes! Sweeping criticism is easy! Love

Creative Director at DDB Lagos

1w

Church

See more comments

To view or add a comment, sign in

More Relevant Posts

Trace Brand Building

373 followers
4mo
Report this post
📷 When a Picture Is Worth a Thousand... Dollars 💰 Ever seen a photo so good, you wanted to live in it? In luxury, we're not just taking pictures; we're creating visual fantasies. 🎭 It's about capturing not just products, but desires, dreams, and a lifestyle worth aspiring to. We're talking about images that make you want to reach through the screen and touch the silky smooth leather or the sparkling diamonds. Because in luxury, a photo isn't just a photo; it's a window into a world of opulence and refinement. We're not just showcasing products; we're selling a visual feast. Ready to make your brand a feast for the eyes? Let's capture some magic together. 🌟 https://lnkd.in/gbhfTnmM P.S. No actual photography skills are required, but an eye for the extraordinary is a must! #LuxuryPhotography #VisualStorytelling #BrandImagery #LuxuryAesthetics #PhotoMagic #VisualLuxury #BrandVisuals

Trace Brand Building - Trace Brand Building

https://www.tracebrandbuilding.com
Like Comment
To view or add a comment, sign in
Trace Brand Building

373 followers
4mo
Report this post
👵 When Old Is the New New 🔄 Ever noticed how some old brands suddenly become cool again? In luxury, we're not just selling products; we're selling time machines. 🕰️ It's about taking a brand with history and making it hip again. We're talking about dusting off old logos, reimagining classic designs, and telling century-old stories to YouTube audiences. Because in luxury, heritage isn't just about being old; it's about being timeless. We're not just reviving brands; we're giving them a whole new life – with a touch of vintage charm, of course. Want to make your brand's history its selling point? Let's turn back time (and your profits). 💰 https://lnkd.in/gbhfTnmM P.S. A respect for history (and a flair for modernization) is a must! #BrandRevival #LuxuryHeritage #VintageAppeal #ModernClassics #BrandReinvention #TimelessLuxury #HeritageChic

Trace Brand Building - Trace Brand Building

https://www.tracebrandbuilding.com
Like Comment
To view or add a comment, sign in
Trace Brand Building

373 followers
1mo
Report this post
👵 When Old Is the New New 🔄 Ever noticed how some old brands suddenly become cool again? In luxury, we're not just selling products; we're selling time machines. 🕰️ It's about taking a brand with history and making it hip again. We're talking about dusting off old logos, reimagining classic designs, and telling century-old stories to YouTube audiences. Because in luxury, heritage isn't just about being old; it's about being timeless. We're not just reviving brands; we're giving them a whole new life – with a touch of vintage charm, of course. Want to make your brand's history its selling point? Let's turn back time (and your profits). 💰 https://lnkd.in/gbhfTnmM P.S. A respect for history (and a flair for modernization) is a must! #BrandRevival #LuxuryHeritage #VintageAppeal #ModernClassics #BrandReinvention #TimelessLuxury #HeritageChic

Trace Brand Building - Trace Brand Building

https://www.tracebrandbuilding.com
Like Comment
To view or add a comment, sign in
Trace Brand Building

373 followers
2mo
Report this post
📷 When a Picture Is Worth a Thousand... Dollars 💰 Ever seen a photo so good, you wanted to live in it? In luxury, we're not just taking pictures; we're creating visual fantasies. 🎭 It's about capturing not just products, but desires, dreams, and a lifestyle worth aspiring to. We're talking about images that make you want to reach through the screen and touch the silky smooth leather or the sparkling diamonds. Because in luxury, a photo isn't just a photo; it's a window into a world of opulence and refinement. We're not just showcasing products; we're selling a visual feast. Ready to make your brand a feast for the eyes? Let's capture some magic together. 🌟 https://lnkd.in/gbhfTnmM P.S. No actual photography skills are required, but an eye for the extraordinary is a must! #LuxuryPhotography #VisualStorytelling #BrandImagery #LuxuryAesthetics #PhotoMagic #VisualLuxury #BrandVisuals #TraceBrandBuilding

Trace Brand Building - Trace Brand Building

https://www.tracebrandbuilding.com
Like Comment
To view or add a comment, sign in
Chris James

CEO | Battle Approved Motors (EV)⚡️
1mo
Report this post
This is madness!! Jaguar’s legacy is built on a foundation of elegance, power, and timeless branding—qualities that should never be abandoned. Yet, parting ways with the iconic leaping cat logo feels like a step in the wrong direction. Worst move since HBO changed its name to MAX. Fire your agency, CMO and CEO. When your brand name is Jaguar, the cat itself is the ultimate visual anchor—an unmistakable symbol of what the brand represents. To replace it after decades of recognition is not just a bold choice, it’s a branding misstep. The company cites Sir William Lyons’ vision that ‘A Jaguar should be a copy of nothing.’ But is abandoning the iconic Jaguar logo truly in line with that philosophy, or is it a misinterpretation of what reinvention means? Sometimes, change for the sake of change can cost a brand its soul. Let’s hope Jaguar’s reinvention finds a way to honor its rich history while moving forward. #Branding #Jaguar #InnovationVsTradition #MarketingLeadership #BringBackTheCat
35 Comments
Like Comment
To view or add a comment, sign in
Gold View Consulting

59 followers
9mo
Report this post
📸✨ Elevate Your Brand Through Photography!✨📸 After decades spent planning photoshoots for a variety of clients, we are excited to share our latest blog post about the importance of spectacular photos for your brand! Here's what you'll read: 1️⃣ Learn how stunning photos catch attention and reflect our brand's vibe. 2️⃣ Discover how good photos make our brand look reliable and professional. 3️⃣ Find out why unique photos help us be unforgettable amidst the competition. 4️⃣ See how great photos make people want to learn more about what we offer. 5️⃣ Learn how photos can share our brand's narrative and connect with our audience. With Gold View Consulting, we can take the stress out of photoshoot planning and ensure everything runs smoothly. Having great photos is vital for a brand's success. Let's make yours stand out together! 🪩 #MarketingConsultant #Photography #MarketingStrategy #DigitalMarketing #BrandIdentity

The Importance of Strong Photography to Elevate Your Brand

goldviewconsulting.com
Like Comment
To view or add a comment, sign in
Pedro Nazário

User First Designer 🖼️ | Webflow Builder 🔮 | A creator with a passion for technology 👨🏻🎨🤖
6mo
Report this post
Around a week ago, we launched the most complex project I’ve ever had the blessing to work on. Thousands of hours, hundreds of ideas, and a gazillion assets—from videos to images to mockups—and an inspiring group of ultra-motivated, ultra-professional, and ultra-creative human beings resulted in an industry-shaking solution: Merch by HelloPrint. My role? Transforming the ideas from paper (Figma) into real life (merch.helloprint.com). The result? The most good-looking, pixel-perfect, and original website on the block (I guess I’m biased). If you’re looking for merch, company gifts, or anything that can have your logo on it that is sustainable, high-quality, and from the best brands (we sell PATAGONIA bodywarmers, we that cool), visit our website or get in touch. The link is in the comments.

10 Comments
Like Comment
To view or add a comment, sign in
Fi Argent

Independent Change Consultant @ Fiona Argent | Chartered Institute of Marketing CIM
1mo Edited
Report this post
Well, it wasn’t necessarily what I expected but well done JLR Jaguar Land Rover UK. You have certainly got us all talking ahead of the much-anticipated product launch. In fact, so far … it’s a PR masterclass! I’ve read much of the narrative, the pros and cons of why this will or won’t work. Why the problem was never the brand but performance and reliability of the product. Yet, in reality, the debate has simply split us into two categories. Those of us who like to maintain the status quo and those who are able to embrace the new. Technology is changing our world and the way we see it at an incredible rate. So too are the aspirations and attitudes of the future generations. That doesn’t mean that we abandon our respect and love for the old. There comes a point however when accepting that change is good (and brave), is the only sensible thing to do. Bold, bright and brave after so much grey certainly gets my vote. Ken McConomy #brandidentity #rebranding #iconicbranding #six.agency
Steven Oakes

Chief Marketing Officer - Northcoders Group PLC
1mo Edited

While everyone else has got their LinkedIn pitchforks out, consider this - when sales are down six to one against your sister brand Land Rover, and you’re slipping into irrelevance, bold moves aren’t just advisable, they’re essential. Jaguar’s rebrand isn’t a mistake; it’s a necessity. If their previous brand identity had been doing its job, they wouldn’t be here. And if you hate the new logo and visuals then maybe the new Jaguar isn’t for you. That’s the point. A rebrand is sometimes about finding a new audience and owning that space unapologetically. So before you mourn the loss of the Jaguar you knew, ask yourself if perhaps, just perhaps, the Jaguar of tomorrow will resonate with someone else – someone who doesn’t care about their Dads Jaguar of yesterday. Bold strategy, Jaguar. Let’s see if it works.
Like Comment
To view or add a comment, sign in
Unfog Media

420 followers
5mo
Report this post
Brand Identity Development: 'Wild Escape Retreat' Wild Escape Retreat is a way out of the daily city hustle. As the tagline says, 'Hit Pause On Your Routine!' Created for the adventurous, and the peace-seekers, the resort offers an escape from city life by providing a means to become one with nature. PS. We had made this brand [Logo, tagline, and positioning] earlier as part of our dummy portfolio. Now imagine if you came to us as a real business. #DummyProject #Wildlife #Resort #Retreat #Escape #Pause #Routine #JungleResort #UnfogMedia #Branding #WebsiteDesign #WebsiteDevelopment #Marketing #Advertising #GraphicDesign #PrintDesign #DigitalMarketing #CreativeStudio #MarketingAgency #AdvertisingAgency #DummyPortfolio
Like Comment
To view or add a comment, sign in

Nana T. Baffour-Awuah

1,894 followers

View Profile Connect

More from this author

Explore topics