Jaguar faces internal backlash over rebranding exercise

On the finish of final yr, Jaguar shocked the world with its controversial rebranding marketing campaign. The teaser, which was launched as a part of its Panthera undertaking, obtained worldwide criticism for its Woke content material.

It appears backlash wasn’t simply restricted to most of the people. In keeping with media studies, the rebranding train has triggered deep scepticism throughout the firm as properly.

A leaked letter from Jaguar’s inside design group to Chief Inventive Officer Gerry McGovern reveals the displeasure of a few of the members of the design group over the choice to outsource the undertaking.

“We felt that the brand disconnects from the narrative and the visible identification of the Panthera merchandise. On product it feels too rounded and playful, which doesn’t converse to us the sensation of ‘Exuberance’,” the group wrote.

Jaguar had additionally come below fireplace for its tagline, “Copy Nothing”. Within the letter, the design group even famous that the brand shared shut similarities with different manufacturers.

The group additionally expressed its disappointment over the shortage of session. “We really imagine in an open and collaborative strategy between all artistic events. Influencing and being influenced by one another. A vital surroundings to create one distinctive identification, which transcends holistically.”

Rawdon Glover, MD of Jaguar, had described the model marketing campaign as “daring and disruptive”. He went on to dismiss the backlash, saying that the controversy was a trademark of British creativity.

Supply: Autocar

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