Jaguar ... Not a Re-Branding but a Re-Invention

Two weeks ago it started out looking like just a logo and branding redesign from Jaguar …

… and wow did the criticism come pouring in almost instantly.

So much so that I sat back and just read post after post after post just crushing the brand. I really had nothing to add because I wasn’t sure how I felt about it all.

When a brand that has admittedly lost its way makes a bold move that propels itself into a lively discussion, I wasn’t sure how to feel. Was it a stunt? What’s the motivation? I couldn’t just comment on how I felt about the look and feel, because I couldn’t decifer the strategy so I decided to wait it out a bit.

And now, two weeks later, we see that it’s not a just a re-branding. It’s not just a new look and feel, not just a new logo and color palette. It’s more of a reinvention complete with a new concept in the Jaguar car design. A complete overhaul in anticipation of an entire new lineup when the cars go all electric down the road (pun intended).

Or as the brand says, it’s a re-imagining.

Jaguar Type 00 … “copy nothing.” Take a look …

Now whether you actually like the concept models or not, you have to admire how the brand broke the model of how it is coming to market with a new model of cars.

First with a new concept of brand. Then a new concept of car. Then a new concept of how the car looks with said brand. Then, later, the new car itself in electric for the new world.

It was never meant to be a rebranding but a complete reinvention. Now the market will decide how brilliant it is!

Can you re-imagine your brand and how you approach the market. Can you Jaguar? What’s your experience? JIM