From Legacy to Luxury EV: Why Jaguar’s Rebrand Misses the Mark on Storytelling

Jason Anthony • December 14, 2024
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Jaguar’s recent rebrand has stirred up quite a debate among branding experts, car enthusiasts, and anyone paying attention to the automotive industry. It’s not every day that a legacy brand with nearly a century of heritage makes such a dramatic pivot. And dramatic is the right word for what Jaguar has done: the brand has chosen to shift entirely toward an electric future, leaving behind not only its combustion engines but also its loyal (and dwindling) audience. On the surface, this move is bold, visionary, and forward-looking. But the execution of the rebrand, in my view, misses a critical mark.

Jaguar’s Vision for an Electric Future


Let’s start by acknowledging what Jaguar is attempting to do. The company’s decision to go all-electric by 2025 is nothing short of monumental. It’s a declaration of intent that says Jaguar is not just keeping pace with the automotive world; it’s trying to leap ahead. They’re signaling a desire to align with a younger, eco-conscious, tech-savvy audience — the type of consumer who is likely weighing a Tesla Model S, a Porsche Taycan, or even an Audi e-tron. This is a smart business strategy. The luxury EV market is growing, and Jaguar, frankly, needs new vision in order to survive.


The Missing Element: Storytelling


However, a rebrand isn’t just about business strategy. It’s about storytelling — a narrative that connects the brand’s new direction with its audience in a meaningful way. And this is where Jaguar’s rebrand falters. In their visual identity, their marketing campaigns, and their broader messaging, Jaguar seems to have forgotten one of the cardinal rules of branding: you must explain the “why.”

A Yawning Chasm Between Legacy and Future


From the new minimalist logo to the stripped-down campaigns, Jaguar’s rebrand feels clinical and detached. The iconic leaping cat, once brimming with vitality and power, has been pared down to something that looks more like it belongs on a trendy gelato popsicle franchise than on the bonnet of a luxury car. The typography and visual language lean into the “future-forward” aesthetic, but they’ve left behind the emotional resonance that made Jaguar a beloved brand in the first place. It’s as if Jaguar is trying to erase its past in order to embrace its future — a choice that alienates loyalists without fully capturing the hearts of the new audience they’re courting.


The Opportunity Jaguar Missed


And here’s what I think is really missing: nowhere in this rebrand is there an acknowledgment of why Jaguar is making this pivot. We all know that the automotive industry is under pressure to move toward electrification. Governments are setting stricter emissions standards, climate change is a pressing issue, and consumer attitudes are shifting. But Jaguar’s decision to go electric isn’t just about meeting regulations or staying competitive — it’s about redefining what the brand stands for in the 21st century. And yet, that story is so far absent from their campaigns.


What Could Have Been


At the risk of being pedantic, let’s imagine what could have been. Picture an ad campaign that starts with the roar of a classic Jaguar engine — the kind that makes your heart race and your palms sweat. The screen fades to black, and text appears: “The roar goes silent. For the planet. For the future. For you.” Cue visuals of sleek electric Jaguars gliding through cities and landscapes, accompanied by a narration that speaks to Jaguar’s heritage of innovation and its commitment to creating a sustainable future. This is the kind of messaging that ties the old and the new together — it acknowledges the brand’s legacy while making a compelling case for its future.


Jaguar could have used this rebrand to bring their existing customers along on the journey, even if they aren’t the target audience for the new electric vehicles. Imagine the goodwill they could have built by saying, “We’re proud of where we’ve been, and we’re excited about where we’re going.” Instead, the rebrand is a clean break with no homage to the very people who have kept the brand alive for decades.

The New Design: Sleek or Soulless?


Now, let’s talk about the design itself. Some have praised the new logo and visual identity as sleek and modern, while others have called it lifeless and uninspired. I’m somewhere in the middle. On its own, the minimalist design isn’t bad. It’s clean, it’s contemporary, and it’s clearly aimed at a younger, design-conscious audience. But when you consider it in the context of Jaguar’s history, it feels like something is missing. Jaguar has always been a brand that embodies elegance and power — a brand that knows how to make a statement. The new design, while polished, doesn’t make a statement. It whispers when it should roar. Of course this debate is nothing new, it's a topic we explore in detail in The Dichotomy of Design: Minimalism vs. Maximalism.


Losing a Distinct Identity


And this brings me to another critical point: the new identity doesn’t feel distinctly Jaguar. It could belong to any luxury brand — or even a tech company. When you strip away the context, there’s nothing in the new design that says, “This is Jaguar, and this is what we stand for.” In trying to appeal to a new audience, Jaguar has risked losing its own identity.


Strategic Brilliance, Executional Flaws


Too often, complete rebrands are polarizing, highlighting the importance of understanding the difference between a rebrand and a brand refresh. There are those who see Jaguar’s move as the bee’s knees — a necessary step to secure its place in the future. Forbes, for instance, has called the rebrand “absolute genius,” highlighting its alignment with the brand’s strategic pivot toward electrification. And I don’t entirely disagree. Strategically, this move makes sense. Jaguar needs to reinvent itself to survive, and a bold rebrand is part of that process. But strategy without storytelling is like a car without an engine — it doesn’t go anywhere.


Bringing Back the Roar


Jaguar’s rebrand is a fascinating case study in what happens when strategy and execution don’t fully align. The decision to go all-electric is bold and necessary, and the new visual identity is undoubtedly modern and forward-looking. But in their rush to embrace the future, Jaguar has missed an opportunity to tell a compelling story—a story that connects their past, present, and future in a way that resonates with both their existing customers and the new audience they hope to attract.


For a change as monumental as this, the “why” should have been front and center. Without it, the rebrand feels hollow — a sleek shell without the soul that made Jaguar iconic in the first place.

As someone who loves a good rebrand and appreciates the art of storytelling, I can’t help but feel that Jaguar could have done more. The automotive world is watching, and so are its customers. Here’s hoping that the next phase of Jaguar’s journey brings the roar back.


If your business is considering a rebrand and you want to ensure your story resonates with your audience while achieving your strategic goals, we’re here to help. Contact us today to start planning and implementing your own successful rebrand!

Why Good Tech Companies and Products Lose: An Uncomfortable Truth

By Paul Sandy • April 3, 2025
Companies with groundbreaking tech, elegant architecture, and technical excellence regularly lose to competitors with inferior offerings but stronger brands. This isn't just bad luck — it's the natural outcome of a fundamental misunderstanding about what drives purchase decisions. The Differentiation Trap For decades, B2B marketers have obsessed over differentiation — the pursuit of objective, feature-based superiority. Product marketers scrutinize competitors, searching for that elusive technical advantage to highlight in comparison charts and sales presentations. But here's the uncomfortable truth: sustained differentiation is rare and fleeting. In mature categories with dozens or hundreds of competitors, most products do essentially the same thing. Any technical advantage you establish today will be copied tomorrow. Distinctiveness: The True Driver of Success While differentiation fades, distinctiveness endures. Let's look at three B2B tech companies that succeeded not through superior features, but through brand distinctiveness: Slack vs. Enterprise Messaging When Slack entered the enterprise messaging space, it faced established competitors with similar core functionality. Slack's success wasn't driven by unique features but by its distinct brand identity — playful, human, and focused on reducing "work about work." Their distinctive visual identity (with its consistent color palette and friendly illustrations), conversational tone, and memorable tagline ("Where work happens") created an emotional connection that technical specs couldn't match. What mattered wasn't that Slack could do things others couldn't—it was that Slack felt different. HubSpot vs. Marketing Automation HubSpot didn't win because its marketing automation tools were objectively superior to competitors. It won by creating a distinct brand centered around the concept of "inbound marketing"—a term they essentially invented and owned. Their orange branding, educational content strategy, and consistent message about helping businesses "grow better" made them instantly recognizable in a sea of sameness. HubSpot's distinctive approach created memory structures that triggered recall when prospects were ready to buy. Stripe vs. Payment Processing Payment processing is perhaps the most commoditized B2B technology category imaginable. Yet Stripe emerged victorious not through revolutionary features, but through a distinct brand identity built around developer experience. Their minimalist design, developer-friendly documentation, and consistent message about "infrastructure for the internet economy" made them immediately identifiable. While competitors talked about transaction fees and compliance, Stripe created a distinct identity that resonated with their technical audience. Strategies for Building a Distinct B2B Technology Brand Embrace a Signature Visual System — Develop a visual identity that stands out in your category. If everyone uses blue and corporate photography, consider bold colors and custom illustrations. Your visual system should be immediately recognizable even without your logo present. Find your SMIT — Identify the Single Most Important Truth (SMIT) about your brand. What do you do exceptionally well and what do your customers care deeply about? This is a crucial intersection of opportunity. Make this the heartbeat of your story. Own it. Be known for it. Own a Category Concept — HubSpot owned "inbound marketing." Drift owned "conversational marketing." Gong owned "revenue intelligence." Creating and owning a category concept gives your brand a distinctive place in prospects' minds. Develop a Consistent Voice — Your written and verbal communication should feel consistent and distinctive. Whether it's Mailchimp's cheerful helpfulness or IBM's authoritative expertise, a consistent voice builds recognition over time. Create Distinctive Brand Assets — Develop assets that trigger instant recognition: Salesforce's cloud logo, Twilio's red API curl brackets, or Zendesk's smiling Buddha. These distinctive elements become shortcuts to brand recall. Messaging and Visual Identity: Two Sides of the Same Coin Perhaps the most critical insight about brand distinctiveness is that messaging and visual identity must be developed in tandem , not in isolation. Too often, B2B companies treat these as separate workstreams: Marketing develops messaging based on product features Design creates visual identity based on aesthetic preferences This disconnected approach produces forgettable brands. Truly distinctive B2B technology brands understand that visual elements should reinforce messaging themes, and messaging should align with visual impressions. Consider Notion, whose minimalist visual design perfectly complements its message about reducing workspace clutter. Or GitHub, whose Octocat mascot reinforces its distinct developer-focused culture. The Shift from What to Who Ultimately, brand distinctiveness requires shifting focus from what your product does to who your company is — and perhaps more importantly how it makes your customers feel . Features can be copied, but a cohesive, authentic brand identity is much harder to replicate. In a world where technical differentiation is fleeting, distinctiveness is what sticks. The most successful B2B technology companies understand this fundamental truth: customers don't just buy better products — they buy into distinctive brands that resonate with their values, aspirations, and identity. Want to shift from feature-based differentiation to brand-based distinction? Let's chat.
Sales and Marketing in an AI Therapy Session

The Sales-Marketing Divide: Why It Exists & How AI Can Fix It

By Speak Agency • March 10, 2025
Why Marketing is Often Too Slow to Support Sales Marketing and sales should operate as a dynamic duo, seamlessly collaborating to drive revenue and deliver a unified customer experience. However, in many B2B organizations, sales teams feel that marketing can't keep up with an ever-evolving market. This misalignment often leads to sales teams taking matters into their own hands—creating their own materials, crafting their own messaging, and improvising to close deals. The consequences? Inconsistent branding, inaccurate information, and a decidedly disjointed customer experience. Common Bottlenecks That Slow Marketing Down: Traditional Content Creation Workflows: Marketing teams often follow a rigid content approval process involving multiple stakeholders and revisions, causing delays. Marketing fears Bob Loblaw, sales mocks him. Siloed Data & Insights: Marketing doesn’t always have access to real-time sales insights, making it hard to create relevant materials quickly. Resource Constraints: Many marketing teams are stretched thin, juggling branding, demand generation, and internal communications while trying to support sales. Digital Asset Management (DAM) Inefficiencies: Sales reps struggle to find the latest materials buried somewhere in a clunky, archaic DAM solution that IT defends with relentless ferocity, ahem... Sharepoint. Lack of Prioritization for Sales Needs: Marketing teams often focus on long-term brand-building efforts, while sales teams need quick, tactical resources to close deals now. The result? Sales teams create their own decks, one-pagers, and outreach messages—often off-brand and filled with inaccurate or outdated information, leading to a fragmented prospect experience and eroding brand value. How AI-Powered Automation and Real-Time Insights Solve These Bottlenecks AI agents are reshaping the marketing-sales relationship by automating workflows, providing real-time insights, and eliminating the friction that slows down content creation. 1. AI-Driven Content Generation & Personalization AI-powered tools like Jasper, Writer, and Copy.ai can generate first drafts of sales enablement materials—pitch decks, product one-pagers, and competitor battle cards—significantly reducing turnaround times. Generative AI can customize content for different buyer personas, industries, and deal stages, ensuring sales teams have tailored, on-brand materials instantly. 2. AI-Powered Sales Insights AI tools like Gong and Chorus analyze sales calls and customer interactions to identify recurring objections, competitor mentions, and deal-blocking challenges. This data can be fed directly into marketi ng teams in real-time, allowing them to create the most relevant sales assets before reps even ask for them. 3. Intelligent Digital Asset Management (DAM) AI-powered DAM systems (e.g., Bynder, MediaValet) make it easier for sales teams to quickly find the right materials by using smart search, tagging, and recommendations. Instead of sifting through outdated files, AI s urfaces the most relevant, up-to-date content bas ed on deal stage, industry, or customer type. 4. AI-Powered Workflow Automation AI can automate marketing request workflows, prioritizing sales needs and reducing delays. Automated approval processes speed up content reviews, ensuring materials are quickly approved and deployed. Real-World Example: How Reachdesk & Gong Used AI to Align Sales & Marketing Reachdesk, a global direct mail and gifting platform, faced challenges aligning their sales and marketing teams, especially during a period of rapid international growth. To solve this, they implemented Gong’s AI-powered revenue intelligence platform , which provided real-time insights into both sales rep and customer behaviors. This allowed their global teams to stay aligned and work more efficiently. By integrating AI, Reachdesk achieved: Enhanced Team Alignment: AI provided insights that kept both sales and marketing on the same page, ensuring a unified approach to customer engagement. More Efficient Sales Processes: AI-driven analysis helped prioritize leads and optimize sales methodologies. Better Content & Messaging Consistency: Marketing could create materials that were immediately relevant to the challenges identified by sales. As a result, Reachdesk improved sales efficiency, marketing alignment, and overall customer experience , demonstrating how AI can bridge the gap between these traditionally siloed teams. AI is Powerful, But Leadership is Essential While AI plays a transformative role in bridging the sales-marketing gap, it is ultimately a tool , not a replacement for strategic leadership. The most successful implementations come from visionary leaders who understand how to integrate AI into their existing workflows and align it with their business goals. AI provides insights, automates processes, and accelerates execution, but t he human element remains critical. Marketing and sales leaders must set the vision, interpret AI-driven insights with strategic intent, and ensure that AI enhances—not replac es—customer relationships. A t Speak! Agency, we work with businesses to bring AI-powered efficiencies into their marketing and sales strategies, ensuring that these tools support the bigger picture —one driven by people, vision, and expertise. The Future: AI as the Gas For Marketing & Sales AI isn’t replacing marketing or sales—it’s making both teams more effective. By integrating AI-driven automation, insights, and asset management, companies can eliminate friction and ensure that sales reps have the tools they need before they even ask for them. With AI, marketing teams can work at the speed of sales, ensuring alignment, efficiency, and most importantly—a seamless customer experience. Next Up in This Series: Real-Time Content Creation: How AI Enables Speed & Relevance – Exploring how AI can generate high-quality sales enablement materials in record time. If your company has struggled with slow marketing response times, let us know— how are you solving it today?

The Visual-Verbal Dance: Understanding Why True Brand Transformation Requires a Holistic Approach

By Paul Sandy • March 5, 2025
Brand transformation is more than linguistic gymnastics — it's a multidimensional shift that requires both visual and verbal integration to be fully understood and executed. As branding professionals, we often find ourselves at the intersection of words and imagery, negotiating the complex relationship between what is said and what is seen. Beyond Words: The Dual Nature of Brand Understanding When we consider how brands evolve and transform, we must acknowledge that positioning and messaging alone cannot capture the full essence of a rebrand. That's because a brand also lives in the visual impact of its logo, the emotional response to its color palette, the tactile experience of its products, and the psychological associations formed through consistent imagery. These elements create meaning in ways that transcend verbal explanation. This integrated nature of brand understanding presents both challenges and opportunities for brand strategists and agencies. Those who rely solely on brand messaging frameworks often miss the deeper, more intuitive connections that visual elements forge with audiences. Conversely, those who neglect verbal precision may create beautiful but meaningless brand experiences. The Strategist's Dilemma This reality creates a fascinating paradox for brand strategists. On one hand, it's a blessing — those who master the integration of visual and verbal thinking possess a competitive advantage that purely analytical thinkers cannot match. They can navigate the subtleties of brand transformation with a more complete toolkit, sensing shifts in cultural meaning that might be invisible to others. On the other hand, it presents a curse — how do we communicate about something that partially exists beyond the realm of words? How do we justify decisions that are partly intuitive? How do we demonstrate value when some of the most important aspects of our work resist straightforward measurement or explanation? Embracing Integrated Thinking The most successful brand transformations occur when strategists embrace both modes of thinking: Understanding the rational and emotional components of brand perception Recognizing when to prioritize visual impact over verbal explanation (and vice versa) Developing frameworks that respect both analytical rigor and creative intuition Communicating in ways that engage both logical and visual processing Moving Forward As the branding landscape continues to evolve, the integration of visual and verbal thinking becomes not just advantageous but essential. The brands that resonate most deeply with audiences are those that achieve coherence across all dimensions of experience. By acknowledging the limitations of purely linguistic approaches and embracing the full spectrum of how meaning is created, brand strategists can navigate transformation more effectively—even if they sometimes struggle to put into words exactly why something works. The Speak! Approach: Integration in Action At Speak!, we've built our entire agency model around the principle that visual identity and messaging strategy must be conceived and developed in concert — never in isolation. This integrated approach isn't just a philosophical stance; it's the foundation of our process and the key to our success in transforming brands. Rather than having verbal and visual specialists only intersect when work is handed off, we are cross-disciplinary teams where messaging strategists and visual designers work side by side from day one. Our brand strategy function (that's me) leads stakeholder interviews and workshops but our art director is always on the call and not just as a passive listener. Engaged. Asking hard questions. Poking holes. This ensures that every strategic decision considers both dimensions simultaneously. The benefits of our integrated approach are evident in the results we deliver: Greater Coherence : When messaging and visuals grow from the same strategic foundation, they naturally reinforce each other, creating a brand experience that feels seamless and purposeful. Deeper Resonance : Brands that speak to both the rational mind (through clear messaging) and the intuitive mind (through visual impact) create more powerful and lasting impressions with audiences. Faster Alignment : Our clients spend less time reconciling conflicting approaches from different specialists and more time refining a unified strategic direction. Unexpected Solutions : The creative tension between verbal and visual thinking often leads to breakthrough ideas that neither approach would have discovered independently. Our clients often tell us that this integrated process not only delivers superior results but also provides them with a new lens through which to understand their own brands. By experiencing the power of visual-verbal synergy in action, they gain insights that transform not just their brand assets but their entire approach to brand management.
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