‘Fearlessly creative’ or an ‘obvious’ mistake? Marketers react to Jaguar’s concept launch following rebrand
The reaction to Jaguar’s rebrand highlights consumers’ “emotional attachment” to the brand, says its former advertising director, who adds “it’s a shame” people didn’t care sooner.
By Molly Innes
“We have forged a fearlessly creative new character for Jaguar,” the brand’s managing director Rawdon Glover said LinkedIn today (3 December) following the reveal of its all-electric concept cars in Miami last night.
He said it marks a new era for the business, but one that’s “true to the DNA of the brand” while being “future facing, relevant and one that really stands out”.
Jaguar unveiled its rebrand to much furore last month. Its new pink logo and visual campaign divided opinion, with many questioning why it had moved so far away from its heritage.
