The Jaguar Re-Rebrand Brief

Context

The Jaguar brand is currently facing several key challenges:

• Declining sales
• Competition from EV manufacturers
• An aging customer base
• The spiralling PR from our recent rebrand

So, we need to rebrand once again.

The Challenge

With this re-rebrand, we must thread the needle:

1. Completely rebuild the brand from the ground up to win new audiences.
2. Maintain all of our brand attributes that it turns out people actually loved - just not enough to buy our cars. These include:
   • Heritage
   • Elegance
   • Britishness
   • Performance
   • Innovation
   • Luxury
   • Reputation

Objectives and KPIs

• Drive Awareness and Excitement: Any publicity is good publicity. But also, we need to make sure we're not just shouting into the void. And also we need to make sure the publicity isn't bad publicity. So any good publicity is good publicity, actually.
• Attract a New Generation of Buyers: Position Jaguar as a leader in the luxury EV space, appealing to a younger, more diverse, and design-conscious demographic. Highlight the brand's commitment to innovation, sustainability, and exclusive experiences.
• Reassure the Existing Customer Base: Do all of that without making anyone else feel alienated or slightly put off by any part of the rebrand. Change everything about the brand, but don't change anything too much.

Target Audience

The Heritage Enthusiast
Existing Jaguar owners who appreciate the brand's history, craftsmanship, and performance. This segment is older, skews male, and is not the target audience.

The Affluent Innovator
Tech-savvy individuals who prioritize sustainability and exclusive experiences. They are younger, more diverse, and seek brands that reflect their values. They are also not the brand's target audience.

The Third Group
This is our actual target audience segment. They sit at the intersection of the first two segments. There are 7 of them globally. 4 of them work for Jaguar.

Messaging and Positioning

Copy Nothing
Ignoring the irony of re-using this line from the first rebrand, we all like it.

Creative Considerations

• Position the rebranded Jaguar as a catalyst for self-expression. Connect with the desire for freedom and the pursuit of unconventional paths, even though some people who think they have those desires don't like when it's implied that other people might have those desires too.
• This rebrand should celebrate individuality and being your own person, but at the same time stepping into a Jag must still feel like being James Bond, who is a different person.
• Focus on our commitment to sustainability with our total shift to EVs. Offset repeated accusations of "wokeness" by including images of Spitfires.

Budget

£51.30 (remaining social budget after pausing the last campaign)

Marketing Channels

• Launch video: The focus of the launch - a 30 second video that captures everything about the new Jaguar and everything about the old Jaguar.
• Social media crisis kit: We didn't have this last time. It'd be nice to have one now.