Steve Landsberg’s Post

I have a theory: Jaguar's rebrand isn't just a transformation it's a clever ad campaign. Everyone's talking about the new branding and the video. It's polarising, yes, but it's effective. 2 million YouTube views and endless online commentary even if negative means it's working. Jaguar has moved away from its traditional image as a luxury car for the older, affluent male driver think classic images of a middle-aged executive or retired businessman and is now targeting a younger, more diverse audience. Car manufacturers don't know today whether to go electric, hybrid, or hydrogen or even leave petrol and diesel all for good and that can affect their existing brand. In the midst of all this uncertainty, Jaguar's rebrand is nothing if not bold to stand out from the crowd. Sleek and future focused, the new logo is, it's not my favorite but that's my taste. I can't really fault the design of it because I need to know more about the creative and maybe see how they build a new brand on it. What i do see is luxury and that's what Jaguar has always been. Love it or hate it, at the centre of conversation is where Jaguar has been placed themselves. You might dislike it because it’s such a drastic departure from how Jaguar has always done things, and yes, they may lose some die-hard fans. But all brands have to evolve with the times to stay competitive, especially in the face of fresh, inventive competition. When you look at the branding from this perspective, it makes sense. Ultimately, this bold move could help Jaguar sell more cars by attracting new customers. Next time you dislike something maybe think why they did it that way before you slate it. I believe this is just the first step in their grand re-launch, and there’s likely much more to come. #JaguarRebrand #Brand #AutomotiveMarketing #jaguar #design #adcampaign #advertisement

Here's me predicting the future. In 2-5 years, this Jaguar rebrand will be written in marketing textbooks as the best negative example for brand repositioning and refreshes. This would be a more modern example than the classic case study of "Tropicana" fruit juice. In their pursuit to "delete the ordinary", they deleted the legacy that Jaguar has built over the course of history. That, and their definition of "living vivid" just looks horrible - not just to me, but to a huge portion of their current customer base. Personally, high-end sports cars are not simple things that people buy just because the brand is woke. This realm is all about the aggression, power and the ability to go faster (or look faster) than the rest. The new logo doesn't have that, looking all soft. It just looks out of place if you put all the high end brands in a diagram. So not only did they potentially lose their entire legacy with the rebrand and alienate their customers, but they also managed to make the brand look less aggressive than the competition. I see that they want to go full electric. I wish them luck, because they are going to need more than that with BYD already crushing the EV car scene. Sure, they got free publicity...but this "free publicity" should become a headache for the brand, perhaps within months.

We are always pushing our clients to dare to be different and adopt some creative & funky ways to bring to life their brand strategy. But this rebranding by Jaguar makes no sense at all. In one rebranding they have fired their entire customer base, and killed close to a century of brand equity. Jaguars have always been considered unreliable, and for the last 6 years their car sales have been plummeting worldwide to historical low levels. They might just be focusing on the wrong shit over there. As the great Mark Ritson put it very correctly:  𝘑𝘢𝘨𝘶𝘢𝘳 𝘸𝘢𝘴 𝘢𝘭𝘸𝘢𝘺𝘴 𝘮𝘦𝘢𝘯𝘵 𝘵𝘰 𝘣𝘦 𝘢 “𝘤𝘰𝘱𝘺 𝘰𝘧 𝘯𝘰𝘵𝘩𝘪𝘯𝘨”. 𝘉𝘶𝘵 𝘮𝘢𝘺𝘣𝘦 𝘴𝘰𝘮𝘦𝘣𝘰𝘥𝘺 𝘴𝘩𝘰𝘶𝘭𝘥 𝘩𝘢𝘷𝘦 𝘢𝘥𝘥𝘦𝘥 𝘵𝘩𝘦 𝘱𝘰𝘴𝘵𝘴𝘤𝘳𝘪𝘱𝘵 “𝘦𝘹𝘤𝘦𝘱𝘵 𝘪𝘵𝘴𝘦𝘭𝘧” 𝘧𝘰𝘳 𝘤𝘭𝘢𝘳𝘪𝘵𝘺. 💡𝗡𝗼𝘀𝘁𝗿𝗮𝗱𝗮𝗺𝘂𝘀 𝗺𝗼𝗺𝗲𝗻𝘁: One of two things is about to happen: • Jaguar will revert back to the old brand identity in < 18 months. • Or go under as a car manufacturer within 5 years #rebranding

🚗💡 Jaguar’s Bold Rebrand: A Risk Worth Taking? 💡🚗 The new Jaguar ad and logo might not align with the traditional Jaguar brand we're all familiar with—but I have to say, I admire the boldness behind it. With Jaguar Land Rover’s parent company, JLR, relying on #RangeRover for 75% of its sales as recently as 2023, something drastic was absolutely needed. And this? It’s definitely drastic. If #Jaguar had gone with their "usual" branding, would it have captured attention? Probably not. That’s not ideal when you're gearing up to launch a high-priced EV next year. They need people talking, and this campaign delivers. Watching the ad, my initial reaction was: What? This doesn’t feel like a car ad. But that’s the genius of it—it made me stop and think. This is something new. Could this signal a broader shift for #JLR? I suspect so. Hopefully, they’ve tested this approach with a subset of customers before rolling out to one of their brands, gathering data to inform future campaigns. It’s a smart move if they’re leveraging insights to fine-tune their strategy. Right now, I bet JLR’s #marketing team is digging into the data from this campaign to make some critical decisions about brand positioning in the months ahead. At AndyAnalytics we always say everything is a theory until it delivers. I, for one, am intrigued to see how this plays out. What do you think—brilliant rebrand or risky misstep? Let’s discuss. 👇

Wow. Where to start? 😅 I'm going to assume that most people have seen this by now. If you haven't this is Jaguar's new branding. This image isn't awful (although why is there an upper case G?!) but if you haven't seen the launch video go and check it out (https://lnkd.in/eFVGXY2S) as it speaks for itself. Here's the thing though - marketing can't make up for a poor product. Even less so, when it's poor marketing... Jaguar sales haven't been great for a while. Jaguar Land Rover sell just one for every six Land Rovers they sell. They're notoriously unreliable and expensive. Something needed to be done. This though? This is not the answer. A poor product needs to be fixed, before any marketing, and whilst the Jaguar brand could probably do with an update for the emerging all-EV market their brand is iconic. Evolution, not revolution, Jaguar! Car brands have become a little naff in recent years, with very little real difference on the market, but Jaguar have (had..?) all the foundations to build upon their heritage. I'd have gone with a contemporary twist on a classic sort of vibe. There could be some really good research behind all of this that suggested their customers simply weren't going to adapt to the EV market and that they needed to win brand new customers by going in a completely different direction. However, with such a recognisable brand, I find it hard to believe that that was the best option. This feels like they've chucked baby out with the bath water. Again, it feels like evolution, not revolution, was needed. What do people think though? Is the rebrand really as bad as the internet fuss suggests or will people quickly get over it and move on? Will it result in better performance for Jaguar or no? Thoughts? #branding #marketing #jaguar

With everyone talking about the Jaguar rebrand, I’m afraid I sit on the fence a little. I’ve always been a jaguar fan. I’ve owned one (it was an X-Type, estate sportwagon - Many will tell me it was a Mondeo but I couldn’t care less). I loved the classic look of the cars in an evolving modern world. I loved the hood badge. I loved the luxurious interior and in particular, I was a fan of the XJ models. I think in my own view, they became quite normal when they lost the twin headlight setup and truly did look quite “Mondeo” from then on. What we all don’t know though, is what the brand vision for the next phase of business is going to be. There have been hints of moving to an Uber—luxury category, above the likes of BMW Group, AUDI AG and Mercedes-Benz AG and aligning the brand more with the likes of Bentley Motors and if that’s the case, it wouldn’t be simply about changing the car. They have to change their ethos, their modus operandi and….. theIR BRAND. So like I say, I’ll sit on the fence to see what the next media release is and I’ll go from there. Remember. Those ultra high end luxury brands don’t advertise the products they sell (exactly), they advertise what their products will DO for you. Whether that’s a function, a feeling or a lifestyle. Any rebrand or marketing campaign for this type of thing will be aimed at who they want their customers to be, not who they already are… and maybe that’s the issue that jaguar execs have identified… the current customer isn’t the one they think they want for the future.

A rebrand and new logo is an important opportunity to capture a company's new vision & values. Executing a rebrand, though, is tough. This week, the marketing community was reminded of this with JLR's Jaguar rebrand. Jaguar has a rich history of innovation, luxury, and powerful branding. Even after it's acquisition by Tata Motors in 2008, it remained a major player in the space. The "Art of Villainy" ad with Tom Hiddleston was one of the most iconic luxury automotive ads ever created. The soul of Jaguar isn't a secret. It's been clearly communicated through the company's rich history. The new logo and it's launch was a major flop because it abandoned the company's iconic symbolism & history. Moreover, it was disconnected from the product: sports cars. If you sell cars, consider including your cars in your new logo reveal. If you own one of the most recognizable symbols in marketing, consider keeping that symbol in your new logo.

Is Jaguar Intentionally Stirring up Controversy? The famed British—though Indian-owned—iconic Jaguar unveiled its latest ad campaign. The new branding replaces the iconic leaping jaguar with a simple monogram and a minimalist sans-serif logotype. The new visuals are paired with a 30-second advertisement. Instead of showing cars, the ad features a diverse group of colorfully dressed individuals, resembling a Vogue fashion shoot. Both the new identity and the ad are modern but not particularly noteworthy. This techno music-themed ad from Jaguar quickly amassed over 90 million views within days, sparking thousands of memes and widespread ridicule. Their new slogans? • "Delete ordinary" • "Break Moulds" • "Copy Nothing" • "Live vivid" Jaguar isn't just changing their logo, they are intentionally moving away from 90% of their existing customer base. Why would a brand like Jaguar take such a drastic step? Jaguar is undergoing a significant transformation. The company's leadership knows that to appeal to a wider, global audience, especially younger consumers, they wanted to move beyond their heritage, and aesthetics. The company is fully committed to an electric future, understanding that the industry is shifting towards sustainable and eco-friendly powertrains. This strategic decision is not sudden, but a continuation of the "Reimagine" strategy announced in 2021. Jaguar's bold move positions them as a pioneer in the EV market, ready to compete globally. As for going “woke”, the company likely views this as a strategic advantage. Unlike Anheuser-Busch, some "woke" rebrands have succeeded by drawing attention to the product. Jaguar was always at its best when challenging convention. I think they are intentionally being provocative to reach a new audience. With no Jaguar cars available until 2026, the company isn't worried about short-term sales drops. Stirring up debate, even if it annoys some traditionalists, is a small price to pay for getting people talking about Jaguar again. Time will tell how the rebrand goes down.

This is a little off my usual topic.   There has been a lot of discussion on Jaguar lately, as well as negative feedback on their rebrand and how they are destroying 86 years of luxury brand equity, so I am throwing in my two cents.   First, as a Savannah College of Art and Design trained Graphic Designer, I am not overly excited by the new logo, it feels simple and disconnected from a car brand. However, looking at the rebrand from a marketing perspective, it is genius. Their sales have been down upwards of 70% in the US in the last 5 years. In 2022, their sales were down over 36% in Europe. The Jaguar brand has been falling and losing brand equity without changing the logo. So, the Logo is not the problem.   I would argue that their logo change has made Jaguar more relevant in the last week than anything they have done in the last decade. In the past week, coverage of Jaguar has far surpassed any marketing campaign or new car launch they have ever done. While the logo design seems jarring, it is exactly what Jaguar needed, getting us to talk about them again.   This move by Jaguar reminds me of something that happened almost 40 years ago with a brand that was almost 100 years old. They threw out their legacy to change their formula, and that brand was Coca-Cola. On April 23, 1985, The Coca-Cola Company introduced New Coke and announced they would discontinue their classic formula. This move happened during the height of the Cola Wars and got the public in an uproar; the media covered it from every angle, and it helped Coca-Cola dominate the media without spending all this money on advertising. Eventually, the classic formula returned, and today, Coca-Cola is still the number one drink brand in the world.   While the new Jaguar logo and brand seem disjointed, and perhaps it would have been even better to have it coincide with the launch of a new car design reminiscent of the E-Type hit the market at the same time, but we will see soon what they have in store for us.   JLR The Coca-Cola Company #marketing #advertising #design #logo #scad #jaguar #coke #cocacola

Jaguars are fast, but even Jaguar can’t run from its poorly received new campaign, “Copy Nothing.” The JLR campaign debacle highlighted two things for me: 1. Branded content should be imaginative – but it should never drift too far beyond the core value proposition of the brand’s flagship product. If a Jaguar ad is both flashy and unrelated to cars, it will be perceived as elitist, out of touch, snobby, and ultimately divisive. 2. Advertising has entered a new era. Consumers are too street-smart and media-savvy to get wooed by bright colors and pretty people. People seek self-awareness that’s unhinged. They look for family values for family products. They want to laugh with you. They want to feel heard. Jaguar’s “Copy Nothing” isn’t a movement. Luxury buyers aren’t looking for originality with their cars. They seek status – someone to join them on a fast drive and debaucherous night out. More than a fashion accessory, it’s a club. For mid-level luxury, it’s also about owning a great car, not just maintaining the appearance of it. Full thoughts: