It’s easy for people to ride the wave of criticism and bash a major brand’s rebranding. But when an outpouring of criticism is aimed at a respected and iconic British brand, it deserves a minute to look under the hood to see why there’s so much smoke.
There are hundreds of examples of global brands with marketing fails and successes. The two that come to mind when considering Jaguar’s rebranding are Apple and Bud Light, two notable brands with significantly different outcomes.
Apple’s classic campaign, launched in 1977, is relatable because, in a similar way to Jaguar’s launch ad that doesn’t show the product they produce, Apple’s “Think Different” campaign had two men and no product.
Apple’s strategy, however, was immediately understood, and while it poked fun at a segment of the population (computer nerds), it did it without being offensive. It was able to define and resonate with consumer’s desires. Apple positioned itself as a right-brain creative, deserving the same respect as the logical, left-brain-thinker, yet requiring a unique tool that met a creative’s need to color outside the lines.
So, with whom is Jaguar resonating?
In contrast to Apple’s success, Bud Light’s marketing campaign in 2023 alienated most of its customers, leading to a decline in revenue estimated at over $1B.
“The (Jaguar) ad was bold and seems to be, at first glance, parallel to what failed Anheuser Busch and the marketing of its Bud Light line, in that the ad is far removed from what the majority of its consumer base likely believes. Culturally, [it is] dangerous to operate on the fringes of socially accepted norms.”
– Michael Toebe, a trust, risk management, communications, and reputation specialist at Reputation Intelligence – Reputation Quality (What Executives Can Learn from Jaguar’s New Rebranding Campaign Forbes.com)
Bold campaigns can be profitable or utter fails. Bold is good when you trigger people toward your brand.
As rebranding specialists, we know that extensive groundwork goes into a rebranding. It makes sense to allow a company to tell the story that led up to the rebranding launch. So, let’s hear the “Why” behind the new Jaguar font and controversial launch.
Jaguar explains the rebranding as reconnecting the brand to the roots of its founder, Sir William Lyons. He says, “The marque should be a copy of nothing.”
“The automotive industry is rapidly evolving, with a significant shift towards electric vehicles (EVs) and sustainable practices. – Gerry McGovern, Chief Creative Officer at Jaguar Land Rover
Jaguar’s rebranding seeks to align with its strategic goal to transition to an all-electric lineup by 2026, aiming to position itself as a modern, forward-thinking brand in a competitive market. While the rebrand has sparked mixed reactions, it may have achieved the team’s objective: get noticed.
A move of this scale suggests a calculated effort to revive attention in a brand that was growing stale and redefine its relevance.
Jaguar’s official communications emphasize a commitment to “Exuberant Modernism,” aiming to embody originality and artistic expression. In response to criticism of the rebrand, Rawdon Glover, Managing Director of Jaguar, Glover stated, “Our brand relaunch for Jaguar is a bold and imaginative reinvention, and as expected, it has attracted attention and debate.”
The rebranding is presented as a renaissance for the company, reflecting a desire to redefine its identity in the context of an all-electric future. This strategic direction is intended to resonate with contemporary consumers and differentiate Jaguar in a crowded market.
While a rebranding launch ad in extreme fashion may be 180 degrees from what most Jaguar and automotive enthusiasts would relate to, it may be the disruption Jaguar needed before revealing their EV designs.
It’s fun to join in the criticism, but if it works, Jaguar may be securing its place for the next generation.
Jaguar’s rebranding is likely in part of its recent performance: Jaguar has faced challenges in profitability and sales in recent years. Public opinion about the automaker’s designs and vehicle performance has leaned on the critical side.
Jaguar’s upcoming models are poised to be considerably more luxurious than their predecessors. Industry sources suggest a target price point near $400,000, referencing a comparable Range Rover model. This represents a significant jump from the current Jaguar range, which typically lists between $50,000 and $80,000. (Business Insider)
This context suggests that launching the Jaguar rebrand with a display of unreachable fashion for the masses may be a strategic move to revitalize the brand and appeal to a new generation of consumers.
In the creative fields of branding and marketing, there’s a risk of becoming disconnected from the core customer base due to prevailing cultural perspectives.
Some critics argue that this approach may alienate traditional customers, while others praise its boldness and modernity. Which is it?
Lulu Cheng Meservey, co-founder of Rostra PR group, doesn’t think so. She called the rebrand “disastrous,” saying any ad from the company should “highlight innovation and engineering” and “pick a clear lane for branding.”
Surprisingly, Jaguar’s rebranding launch excludes any images of its cars. It claims the campaign aligns its commitment to future innovation and “take a dramatic leap forward.” Will we see follow-up ads that present that leap in a way that will build trust with the generations who are Jaguar loyalists? Will they rock the automotive world by unveiling cars with remarkable design and performance?
We like it.
Combining upper and lower case in a clean, round, san serif font could represent several inspiring values by creating a harmony of both “jaGUar,” without a sense that something isn’t right, works exceptionally well.
It’s balanced beautifully, with the a’s and curves of the “j” and “r.” It would be interesting to see if they tried to work in concepts with the leaping jaguar.
Meh.
The mirrored “J’s” resemble a department store’s “high-end” designer: it’s not an exclusive or original concept. It would have been cool to see an update of the symbol without losing the iconic leaping Jaguar.
The rebranding of a century-old institution like Jaguar is no small feat. It’s a bold statement, potentially invigorating the brand for a new generation or alienating its loyal base.
Will Jaguar’s rebranding breathe new life into its legacy, or will it become another lesson in the history books of branding?
What can small business leaders take from this? A rebrand is more than finding the balance between honoring your loyal customer base and appealing to new audiences. Unlike global brands like Jaguar, small businesses can’t afford to alienate current or potential customers.
A successful rebrand aligns with your company’s values and mission and resonates with those of your current and potential customers. It highlights how you uniquely bring value and secures your place in their minds. A well-executed rebranding launch maintains and strengthens the trust and loyalty that drives your business forward.
Jaguar must have anticipated a flurry of negative feedback on the rebranding launch campaign ad. The best response from the company would have been light-hearted humor and patience while the smoke cleared.
Instead, Rowdon Glover, quoted in an interview with the Financial Times, reacted negatively to the public’s responses. He said the campaign messaging was drowned out in “a blaze of intolerance” on social media. Glover also claimed that the colorful new ad was not meant to be “woke.” Daily Wire
That careless remark labeled people who dislike or find legitimate fault with the ad as intolerant. It will only fuel opposition as people respond to Glover’s ignorantly voicing reaction.
The viral criticism is Glover’s opportunity to restate the vision! He could have said that bold changes create a bit of disruption and that the point is not about androgynous humans dressed in haute couture neon. It’s about Jaguar’s commitment to a new generation of driving experience unlike any other in the market. More than an ad fail, this was a #JaguarPRFail.
Here’s a spoof on the ad, likely one of many yet to come.
Nothing a little AI can't fix. pic.twitter.com/RbOyyNGBnz
— Chart the Course Podcast FKA Uninterrupted (@ChartTheCourse_) November 24, 2024
Jaguar has the opportunity to respond with good-natured humor and leverage their moment in the spotlight!
Jaguar will unveil its first design vision concept car on December 2, 2024, at Miami Art Week. This concept car will preview the first vehicle in Jaguar’s revitalized lineup, expected to enter production by the end of 2026.
We’ll be watching to see if Jaguar’s bold move will steer it toward a thriving future or caution others on the road ahead.
