Podcast Summary: Hitmakers – "The Curious Case of Jaguar"
Podcast Information:
- Title: Hitmakers: How Brands Influence Culture
- Host/Authors: Rei Inamoto & Ana Andjelic
- Episode: The Curious Case of Jaguar
- Release Date: December 12, 2024
Introduction and Guest Introduction
The episode opens with Ana Andjelic and Rei Inamoto welcoming their guest, Brian Morrissey, the former Editor-in-Chief and President of Digiday and founder of Rebooting. Ana highlights Brian's expertise in media, technology, brands, and agencies, emphasizing his role in dissecting how brands influence culture.
Ana [00:38]: "If you're not reading Rebooting, you're missing a lot on the present and futures of media technology, brands and agencies."
Brian’s presence sets the stage for an in-depth discussion about Jaguar's recent rebranding efforts and its implications in today’s fragmented media landscape.
Jaguar's Rebranding: Context and Public Reaction
Ana introduces the main topic: Jaguar's rebrand, which has sparked significant debate across platforms like LinkedIn and Twitter following its initial reveal.
Ana [02:25]: "This conversation about Jaguar's rebrand... might soon be followed by opinions on their latest car unveiling."
Brian provides an overview of Jaguar as a classic legacy brand attempting to reinvent itself amidst declining sales and a saturated market.
Brian [05:24]: "Jaguar sold 64,000 cars last year. This is a tiny brand in a market that doesn't have niche brands, really. You need scale in it."
The Decline of Mass Media and Rise of Influencers
Rei delves into the transformation of the media landscape, questioning whether mass media is dead and whether influencers like Elon Musk have overtaken their influence.
Rei [03:13]: "Is mass media dead? Did it spread because of an individual who happens to be enormously influential?"
Brian concurs, highlighting the ongoing decline of mass journalism and the increasing power of individual influencers.
Brian [05:23]: "We are definitely seeing the crackup of mass media... Elon Musk changing it now being X, it has a conservative bent."
Impact of Social Media Platforms
The conversation shifts to specific platforms, particularly X (formerly Twitter), noting how Elon Musk's tenure has transformed its influence.
Brian [07:09]: "Twitter has always punched above its weight... but with Elon Musk, it has a conservative bent, without a doubt."
Anna adds that LinkedIn showcases more specialized, less viral reactions compared to Twitter, indicating a shift towards niche community interactions.
Anna [11:12]: "People on LinkedIn are networked... Things don't go viral the way they do on Twitter just by design."
Challenges for Legacy Brands in Modern Media
Brian discusses the complexities legacy brands like Jaguar face when attempting a rebrand in today’s polarized and fragmented media environment.
Brian [09:00]: "Jaguar is a classic legacy brand that's trying to reinvent itself... Its reputation is far bigger than its reality."
The hosts explore how Jaguar's move to an "exuberant modernism" aesthetic diverges sharply from its heritage, provoking backlash.
Brian [09:33]: "They say 'exuberant modernism,' which got roundly attacked by the usual suspects on X."
Case Studies: Jaguar vs. Cadillac
Ana and Brian compare Jaguar’s abrupt rebrand with Cadillac’s gradual and successful image shift, illustrating differing strategies in legacy brand transformation.
Ray [25:34]: "I worked on Cadillac, shifting from an old image to a hipper crowd... they did it really well."
Ana underscores Cadillac's ability to maintain brand relevance without alienating its traditional customer base, unlike Jaguar's more radical approach.
Ana [28:25]: "Cadillac did a relatively good job of shifting from that dusty old grandpa image to a hipper, cooler crowd."
Strategies for Successful Rebranding
The discussion turns to effective strategies for rebranding, emphasizing product-led approaches over brand-led narratives.
Ray [23:38]: "They should have just stuck with it... let the product speak for itself."
Ana reinforces the importance of aligning product innovation with branding efforts, citing examples from the retail sector where gradual evolution has proven successful.
Ana [44:43]: "Product-led branding is what is going to make brands survive."
Broader Implications for Other Industries
Rei and Ana explore how the challenges faced by Jaguar reflect broader trends across various industries, including retail and automotive. They question whether other sectors need similar paradigm shifts to stay relevant.
Ana [43:03]: "What does it look like going electric in hospitality, in retail, in sports? What would it mean for Nike?"
Brian adds that industries undergoing significant technological shifts, like automotive with its move to EVs, require unified and innovative strategies akin to those seen in successful tech companies.
Brian [39:15]: "Auto is a very... industry in complete change and they're becoming software-driven."
Hit List Segment: Innovative Remixing in Content
In the hit list segment, Rei shares a discovery about Rick Rubin’s podcast “Tetragrammaton,” specifically a segment where Rubin conducts conversations with deceased personalities like Richard Feynman. This innovative approach combines archival material with new content, showcasing creative remixes in media.
Rei [47:09]: "This episode just came out recently, and I was mesmerized by being so into it."
Ana praises the concept, highlighting it as an example of how cultural content can be recontextualized through creative editing and curation.
Anna [53:28]: "This is a gold mine of human creativity... it's about curation, editing, and remixing."
Conclusions and Takeaways
The episode concludes with reflections on the necessity of paradigm shifts for brand survival in a fragmented media landscape. The hosts emphasize that successful rebranding requires substantial investment, innovation, and a product-led approach rather than relying solely on brand narratives.
Ana [44:43]: "Product-led branding is what is going to make brands survive."
Ray [45:26]: "Their rebranding shouldn't have been rebranding, it should have been the product strategy."
Brian adds a cautionary note about the sustainability of legacy brands, suggesting that some may inevitably fade unless they adapt innovatively.
Brian [30:23]: "We can't keep adding these brands that mean something because we keep inventing new brands. Some are going to have to go away."
Final Remarks
Ana shares personal notes about her book launch, while Rei and Anna briefly discuss the importance of creative remixes and the future of brand strategies. The episode wraps up with mutual well-wishes and plans for future discussions.
Notable Quotes:
- Brian [05:24]: "Jaguar sold 64,000 cars last year. This is a tiny brand in a market that doesn't have niche brands, really. You need scale in it."
- Rei [03:13]: "Is mass media dead? Did it spread because of an individual who happens to be enormously influential?"
- Brian [05:23]: "We are definitely seeing the crackup of mass media... Elon Musk changing it now being X, it has a conservative bent."
- Brian [09:33]: "They say 'exuberant modernism,' which got roundly attacked by the usual suspects on X."
- Ana [44:43]: "Product-led branding is what is going to make brands survive."
- Rei [47:09]: "This episode just came out recently, and I was mesmerized by being so into it."
Conclusion:
In "The Curious Case of Jaguar," Rei Inamoto and Ana Andjelic, along with guest Brian Morrissey, dissect the complexities of rebranding a legacy brand in today's fragmented and politicized media landscape. Through analyzing Jaguar's challenges and comparing them with other brands like Cadillac, the episode underscores the critical need for product-led strategies and substantial investment to navigate the evolving cultural and media dynamics.