Jaguar’s Rebrand: Bold Move or Costly Mistake? [Video]

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Jaguar’s recent rebrand has people talking, but not in the way most marketers hope for.

Gone are the classic cues of British elegance. In their place is minimalism and “modernist exuberance.” Their rebrand campaigns involve cryptic videos, high-fashion models, and a new mantra: “Copy nothing. Delete ordinary.”

Reactions have been mixed. Marketing legend Mark Ritson called it “f—ing lunacy,” while Rory Sutherland is reserving judgment, saying, “It’s too early to call.”

So, what’s Jaguar playing at?

What has Jaguar done?

The historic British car manufacturer has gone for a new look. The leaping cat has been removed from the logo. In its place is a minimalist wordmark that now reads “JaGUar.” Yes… with that random capitalization.

Jaguar launched this rebrand by wiping their social media profiles clean and replacing their branding with car-free visuals. This prompted Elon …