Now for a completely different take on the Jaguar rebrand.
While many have called it “the worst marketing decision they’d ever seen,” and declared it “brand suicide,” I believe it was one of the bravest business decisions Jaguar has made in decades.
In the latest episode of “A Case Study in Corporate Fear,” I analyze how the past fifty years of fear-driven decisions systematically destroyed one of the world’s most iconic brands.
And how, when Managing Director Rawdon Glover fearlessly declared he was “willing to lose 85% of current customers to save the brand,” he understood something his predecessors didn’t: when you’re already losing, playing it safe becomes the riskiest strategy of all.
For the full episode on Spotify: https://open.spotify.com/episode/5qPEg8YDL3U5CRkqLeUH0A?si=Eqf0IQZlSTKr7TuBpqG9gw
And on Apple: https://podcasts.apple.com/us/podcast/how-jaguar-finally-outran-fear/id1795235975?i=1000724706396