Friends,
In branding, perception isn’t just important—it is reality. For Jaguar, a name synonymous with elegance, power, and heritage, this truth carries enormous weight. Yet, their latest rebranding campaign—a leap into “Exuberant Modernism” with minimalist logos, avant-garde visuals, and no cars in the brand launch—risks severing the very perception that defines them.
Jaguar is trying to reimagine itself as an all-electric luxury brand, but here’s the problem: the world doesn’t see Jaguar as a lifestyle symbol. It sees sleek, roaring machines—vehicles of prestige and power. Stripping that identity risks alienating loyalists and creating confusion.
Also,
- By sidelining their cars, Jaguar risks losing the emotional connection that built their audience. People don’t buy Jaguars for philosophy; they buy them for the drive, the roar, the legacy the new brand feels like a disconnect from its identity.
- Without cars at the center, Jaguar’s campaign feels detached. A brand can’t simply dictate a new image; perception is shaped by years of storytelling. This disconnect might erode trust and creates perception gap.
- Radical shifts work when they align with audience expectations. Jaguar’s departure from its roots risks feeling inauthentic, alienating its core market while failing to resonate with new audiences. Feels like, Reinvention without Resonance
Perception creates reality, and right now, Jaguar’s narrative doesn’t match how it’s seen. Reinvention is necessary, but it must honor the past and connect with the product. Otherwise, they risk becoming irrelevant—a brand known for something it no longer stands for.
Because in the end, perception isn’t just reality—it’s everything.
checkout the latest Jaguar Ad here and let me know what you think : https://www.youtube.com/watch?v=rLtFIrqhfng
Godspeed,
Ronith Sharmila
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