The Art of the Brand: Jaguars Rebrand Bust – A Different Take on the Debacle

Hosted by Camille Moore and Phillip Millar of Third Eye Insights

Introduction: The Jaguar Branding Fiasco

In the episode titled "Jaguars Rebrand Bust: A Different Take on the Debacle," hosts Camille Moore (A) and Phillip Millar (B) delve deep into the recent missteps Jaguar took in its rebranding efforts. Launching on January 3, 2025, this episode dissects why Jaguar's latest branding campaign failed to resonate with its core audience and the broader implications for luxury brands in today's global market.

Analyzing the Branding Mistakes

Misalignment with Brand Heritage

Camille opens the discussion by highlighting her frustration with large brands squashing innovative ideas only to approve misguided campaigns like Jaguar's rebrand. She states, “I'm just like, how do these things happen in the experience that we have with big companies?” (00:57).

Phillip counters by emphasizing Jaguar's storied legacy, noting, “Jaguar has been. It has not been a conforming brand... it's tied to Great Britain in a way that they were very proud” (01:56). He underscores the confusion stemming from Jaguar's pivot towards a more androgynous and feminine brand image, which starkly contrasts its traditional masculine and British roots.

Execution vs. Concept

Camille praises the Jaguar name for its strength and masculinity but criticizes the recent shift to a feminine image: “It connotes strengths, it connotes masculinity, and it's very confusing why they would go so feminine” (02:10). Phillip adds that the new branding feels inauthentic, comparing it to “Teletubbies” and questioning, “there's nothing about that brand story that works for them” (09:10).

Cultural Appropriation and Global Market Dynamics

Targeting the Asian Consumer

The hosts explore the hypothesis that Jaguar's rebrand was aimed at capturing the Asian luxury market. Camille observes, “the Jaguar rebrand is interesting because a lot of people online think that the rebrand was designed for the Asian consumer” (04:16). They discuss how the redesign resembles luxury purse brands more than automotive brands, potentially alienating its traditional Western audience while not fully capturing the Asian consumer's cultural essence.

Authenticity in Branding

Phillip suggests a more authentic approach, such as integrating cultural elements deeply rooted in Jaguar's heritage. He proposes featuring iconic figures like Adris Alba driving a classic Jaguar to maintain aspirational and authentic brand messaging (27:30).

Comparisons with Successful Campaigns: Volvo and Porsche

Volvo’s Emotional Storytelling

Contrasting Jaguar's approach, Camille and Phillip highlight Volvo's recent commercial as a benchmark for effective branding. The Volvo ad tells a heartfelt story of a young couple's journey, emphasizing safety and family values. Camille remarks, “It's a mic drop moment for them to drop that commercial... rooting in storytelling and meaning” (24:58).

Porsche’s Strategic Collaborations

While Volvo focused on emotional resonance, Porsche took a different route by collaborating with fashion brands like Dior. Camille praises this move, stating that it maintained Porsche’s luxury image while embracing diversity without losing brand integrity (23:28).

Reflections on Luxury Branding and Mass Marketing

Challenges of Maintaining Exclusivity

The discussion transitions to the broader challenges luxury brands face in maintaining exclusivity amidst mass production and fast fashion. Camille criticizes Dior's overproduction and neon designs, arguing that it dilutes the brand's luxury appeal: “who is spending four grand on a neon green clutch? That is literally stupid” (17:28).

Bottega Veneta’s Strategic Simplicity

In contrast, Bottega Veneta is lauded for its strategic simplicity and consistency. Camille appreciates their limited seasonal colors and signature designs, which preserve the brand’s elegance without succumbing to mass-market pressures (16:28).

The Impact of Corporate Decision-Making on Branding

CMO Careerism vs. Brand Integrity

Camille expresses concern over how Chief Marketing Officers (CMOs) may prioritize personal flair over brand integrity, leading to misguided campaigns like Jaguar's. She states, “there are these CMO careerists that are looking to execute their own artistic and personalized flair that is not in the best interest for the brand” (09:59).

Ivy League Influence on Branding

The hosts briefly touch upon the influence of Ivy League education on branding strategies, suggesting that it may contribute to a lack of authenticity and overemphasis on trends rather than brand heritage (10:25).

Side Discussions: Luxury Goods and Brand Authenticity

The Value of Authenticity in Luxury

Camille and Phillip discuss the essence of luxury brands, emphasizing that true luxury lies in unique design and authentic brand stories. Camille mentions, “part of the art of it is the design and creating something and bringing something back” (14:05).

Consumer Perception and Status Symbols

The conversation shifts to how consumers perceive luxury goods as status symbols, especially in emerging markets like China. Phillip notes, “brands that are interested in that millennial kind of window... are only ones that had traditional value” (10:53). They debate the sustainability of luxury brands relying solely on their heritage in rapidly evolving global markets.

Concluding Insights: Effective Branding Strategies

Storytelling and Emotional Connection

The episode wraps up by reiterating the importance of storytelling and emotional connection in branding. Volvo's successful campaign serves as a reminder that brands must resonate on a human level to build loyalty and lasting impact.

Maintaining Brand Integrity Amidst Change

Camille and Phillip conclude that while evolution is necessary, it must align with the brand’s core values and heritage. They caution against abrupt shifts that disregard the brand’s established identity, emphasizing that authenticity and strategic alignment are paramount for sustained success.

Final Thoughts

In essence, the episode offers a comprehensive analysis of Jaguar's branding missteps, juxtaposed with examples of successful brand strategies. It serves as a valuable guide for business owners and marketers aiming to navigate the complexities of branding in a globalized and rapidly changing market.

Notable Quotes with Timestamps

• Camille Moore (00:57): “There are things that are professional negligence... they decided to take a grand departure away from its target audience.”

• Phillip Millar (01:56): “Jaguar has been. It has not been a conforming brand... it's tied to Great Britain in a way that they were very proud.”

• Camille Moore (02:10): “It connotes strengths, it connotes masculinity, and it's very confusing why they would go so feminine.”

• Phillip Millar (09:10): “It's not authentic in any way. The actual preview we saw of the Jaguar in the ad is actually very resonant of a Rolls Royce concept.”

• Camille Moore (24:58): “It's a mic drop moment for them to drop that commercial... rooting in storytelling and meaning.”

• Camille Moore (17:28): “who is spending four grand on a neon green clutch? That is literally stupid.”

• Camille Moore (09:59): “there are these CMO careerists that are looking to execute their own artistic and personalized flair that is not in the best interest for the brand.”

• Phillip Millar (10:53): “brands that are interested in that millennial kind of window... are only ones that had traditional value.”

This summary captures the essence of the discussion between Camille Moore and Phillip Millar, providing insights into branding strategies, cultural considerations, and the delicate balance between tradition and innovation in the luxury market.