Is the Electrifying Gamble a Risky Rebrand or a Purr-fect Plan?

Jaguar, once a symbol of British luxury and performance, is undergoing a dramatic transformation. As the automotive industry shifts gears towards electric vehicles (EVs), the iconic brand is betting big on electrification.

But is Jaguar’s rebranding strategy a stroke of genius or a costly misstep?

Watch the campaign video here: https: //youtu.be/rLtFIrqhfng?si=Kf6YH4vHPYI2RBPw

The British automaker has unveiled a bold new design logo, campaign and a series of stunning electric concept cars, promising a future of sustainable luxury. However, some critics argue that Jaguar’s rebranding efforts have been confusing and inconsistent, leaving consumers uncertain about the brand’s identity.

As the company grapples with this challenge, it’s worth noting that rebranding is a delicate balancing act. While a successful rebrand can revitalize a brand and attract new customers, a poorly executed one can damage a brand’s reputation and alienate loyal customers.

The recently launched, bold, rebranding campaign use the slogan “Copy Nothing.” However, this campaign has been met with widespread criticism and confusion, raising questions about the effectiveness of drastic rebranding efforts.

The logo change has also been met with some criticism. There are people who do agree the change is bold but point out the lack of the jaguar (the cat) on the logo makes it lose its iconic identity.

The “Copy Nothing” Slogan: A Familiar Echo

Jaguar’s new slogan, “Copy Nothing,” claims to emphasize originality and innovation. However, this slogan has drawn comparisons to Apple’s iconic “Think Different” campaign from the 1980s, which similarly aimed to position the brand as a pioneer in its industry. Online critics (specifically on X -formerly Twitter) argue that Jaguar’s slogan lacks the same impact and originality, instead coming across as a rehashed attempt to capture a similar spirit.

Jaguar’s “Copy Nothing” campaign.

Apple’s 1984 “Think Different” campaign

Historical Precedents: Lessons from Coca Cola, Bud Light, and Seafolly

Jaguar’s attempt at rebranding and not working is not an isolated incident. Similar campaigns by Coca Cola in the 20th century, Bud Light in 2022, and Seefolly swimwear have also faced backlash for straying too far from their established brand identities.

Coca Cola’s infamous “New Coke” campaign in the 1980s failed as people felt that they already had an attachment to the brand. The fix was creating new campaigns which focused on “memories”. Coca Cola has also been careful when changing logos as some loyal customers tend to claim not seeing it as “the same”.

Bud Light’s controversial partnership with transgender influencer Dylan Mulvaney in 2022 is also a good example. Dubbed online as “Go Woke, Go Broke”, the campaign also made a considerable number of loyal Bud Light consumers feel confused as they failed to connect the relation between beer and the influencer.

Seafolly were not far off the mark as they tried a go at inclusion by using a transgender individual to promote one of their swimwear products but it wasn’t generally well received.

What People Had to Say About The Jaguar Rebrand

Influencers like MKBHD have weighed in on Jaguar’s campaign, acknowledging that while the rebrand was poorly executed, it did generate significant traffic and traction on platforms like X (formerly Twitter). MKBHD noted that the campaign’s bold visuals and controversial nature sparked a lot of discussion, but ultimately failed to resonate with Jaguar’s core audience.

Gerry McGovern, Chief Creative Officer at Jaguar said, “New Jaguar is a brand built around exuberant modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.” A comment which gives away who gave the green light for the campaign.

Rawdon Glover, Managing Director at Jaguar: “To bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed over the coming months.” A statement coupled with their posts on the socials suggests that Jaguar will keep steadfast on the rebrand.

An anonymous Graphic Designer on Yanko Design: “Jaguar’s Rebranding feels ‘Confusingly Generic’ as the Luxury Carmaker Announces New Visual Identity. The new logotype, which looks indistinguishable from the Motorola font, makes the Jaguar feel ‘toothless’.”

Another anonymous Graphic Designer on Yanko Design: “The Device Mark tries to create a difference by boldly eschewing the branding styles of automotive companies; but in doing so, falls into the trap of feeling familiar, and not the good kind.”

Another view on Yanko Design was: “The exuberant colors of the campaign imagery look like something out of a fashion magazine, which fails to address the most important part of Jaguar’s brand – its automotive part.”

Conclusion: The Perils of Straying from Established Brand Identity

Jaguar’s rebranding campaign serves as a cautionary tale about the dangers of veering too far from a company’s established brand identity. While innovation and change are essential for staying relevant, they must be balanced with maintaining the essence of what the brand represents. Straying too far can lead to confusion, alienation of loyal customers, and ultimately, a failed rebranding effort.

As the holiday season approaches, with events like Thanksgiving and Black Friday on the horizon, Jaguar will need to carefully consider its next steps to regain customer trust and rebuild its brand image. Only time will tell if Jaguar can successfully navigate this challenging rebranding journey.