🐾 Jaguar’s Great Leap…
What we can learn from 2024’s greatest marketing mishap...or was it?*
It's the end of 2024 when I'm writing this, and instead of a year-end roundup or look-back, I thought I'd use a juicy recent branding headline as the topic of this month's post on one of my favorite marketing topics—positioning!
We'll start with a story about one of the biggest rebranding disasters of the year: Jaguar.
The iconic car maker, once synonymous with British luxury and timeless sophistication, attempted to reposition itself as futuristic and youthful with a flashy new identity.
The result?
A bizarre mix of neon-drenched marketing, a cryptic new tagline—Copy Nothing—meant to express their utterly incomprehensible new creative philosophy—Exuberant Modernism—and electric Type 00 concept car better suited to a Blade Runner sequel than your driveway.
Click to watch Jaguar’s Copy Nothing premiere video—and consider browsing the comment section as a bonus holiday gift from me to you! 🎁
Mmmmhmmm, this actually happened.
But here's the biggest rub for me: is exquisitely on-trend, yet emotionally empty visual storytelling the future of brand communication? History (and the success of countless marketing campaigns since the beginning of media time) tell us that we must target our messaging. To speak clearly and directly to our ideal clients, so they see themselves in our brand. My confusion in Jaguar's approach lies in their abstract "narratives" that speak to whom? Is this the ideal Jaguar buyer?
You tell me...
Stunning, yet utterly confusing, imagery.
I'm not afraid to say it: ya'll, I'm confused! I don't know what any of this means...what exactly is exuberant modernism? Am I supposed to be excited about this or curious that my future purchase will help me live on Mars? I'm completely baffled by what I'm supposed to do next!
And honestly, I feel old and way out of style if this is the case...as a car lover, I may have aspired to one day have a vintage Jag in my garage, knowing good and well that it would be in the shop more than my Alfa.
But them's the breaks tho when it comes to the power of brand, because despite the quality, we still place a higher value on how the product makes us feel—sexy, rich, exclusive, successful, young—than we do to the actual reality of owning it.
Gone, now, is the sleek king-of-the-jungle iconic logo (and honestly some of the best automobile marketing of all time)—campaigns that made you believe a Jaguar wasn’t just a car, but an invitation to a more thrilling, aspirational life.
That’s what extraordinary branding does: it connects on a visceral level, speaking to people’s dreams and values, and it builds equity that lasts decades.
When a brand can make you feel something, it becomes part of your identity, not just a product (or service!) you buy.
So in place of the poised-to-pounce iconic "leaper" in the old Jaguar logo? A wordmark that looks better suited for a rug brand 😉
The rebrand was a bold move, but it missed the mark because it ignored the brand’s legacy and alienated its audience.
But before this was a logo and messaging failure, it was a positioning failure.
And that's actually what I wanted to talk about here (thanks for your patience...please keep reading! ❤️)
Positioning: The engine of success for your brand
How your brand is positioned is your brand’s north star. It defines where you stand in your audience’s mind, how they see your value, and why they should choose you over your competitors.
If it feels like your marketing is all over the place—jumping from Instagram trends to Pinterest ads without seeing real traction—consider this: the issue might not be your effort, but your positioning.
Without clear positioning, your audience can’t distinguish what makes your brand unique.
🏠 Are you an interior designer focused on creating livable luxury, or an interior architect who specializes in structural, spatial transformations?
📸 Are you a photographer for editorial shoots, or a content creator for lifestyle brands?
🌎 Do you work with big-budget global manufacturers, or boutique home decor artisans?
If your audience can’t immediately place where your brand fits in the landscape of options, they’ll move on to someone who makes that choice easy.
Jaguar’s rebrand is a powerful reminder: positioning dictates everything else you should or shouldn’t do in your marketing strategy.
It determine every decision that follows, from your messaging, to your visuals, and even which platforms you invest in. Without it, your marketing will always feel scattered, and your audience will never truly connect with your brand.
Retail store heat map analysis showing hot-spots where shoppers pay most attention
The psychology of positioning
Let’s look at the work of Paco Underhill, "the Sherlock Holmes of retail" and author of Why We Buy: The Science of Shopping.
In one experiment, after observing how people shopped in grocery stores, his team discovered that placing premium cat food at eye level (rather than on the bottom shelf) significantly boosted sales.
The product didn’t change—just its positioning.
Similarly, a men’s department store struggling to sell ties found its solution in repositioning the tie rack. Simply moving it six feet away from the cash register eliminated those awkward “butt brush” moments between shoppers in the checkout line and those who stopped to browse the tie rack. Moving it away from a crowded and busy area to let it stand on its own boosted tie sales because people were no longer distracted, and could focus and ponder their purchase without interruption.
Positioning isn’t just about where you place products in a store though—it’s about where you place your brand in your customer’s mind.
When you’re positioned correctly, everything from messaging to marketing flows effortlessly, and your audience knows exactly why they need you.
So what does great positioning look like?
Positioning is clarity with purpose. It’s your way of saying, ‘Here’s who I am, here’s who I serve, and here’s why you’ll love me.’
For example:
Are you an interior designer specializing in family-friendly living spaces that can withstand years of spills and playtime? That’s positioning.
Do you help luxury homebuilders craft custom, one-of-a-kind interiors for discerning clients? That’s positioning.
Are you an artist creating custom, statement-making pieces for collectors and designers who value originality and craftsmanship? That’s positioning.
Do you specialize in building social media strategies for boutique design brands, helping them turn followers into loyal customers? That’s positioning.
Your positioning answers these key questions:
Who are you for?
What problem do you solve?
Why should your perfect-fit clients or customers care?
Once these are clear, your messaging, marketing channels, and offers align seamlessly.
Back to Jaguar
Jaguar’s mistake wasn’t trying to evolve—it was losing touch with what made the brand iconic.
By chasing a trend and abandoning its core ideology, it confused the very customers who once saw the brand as an aspirational symbol.
But you don’t have to make the same mistake.
Here’s how to position yourself as the go-to brand:
Position yourself as the expert: Your clients aren’t just paying for your services—they’re investing in your ability to deliver transformative results. Flaunt your portfolio, certifications, opinions, or unique process.
It's not about you: Speak directly to your clients’ needs, pain points, and desires. Show them you “get” them and their dreams.
Sell the sizzle, and not the steak: Why does your work matter? Whether it’s creating a space for family connections or designing an environment for the hostest with the mostest, highlight the transformation you bring to your clients’ lives.
Let’s wrap this up! 🎉🎉
If Jaguar’s misstep has taught us anything, it’s that positioning is the foundation for ALL marketing—it's like your GPS. Without it you're just wandering...and obv Jaguar is lost (but you don't need to be!).
If you're curious to learn more, here's a list of resources to keep you inspired and delighted:
Jaguar’s rebrand and the death of the marketing middle class
Join (or watch the replay!) of my BOH Launch workshop on January 8 : Positioned for Profit
Learn exactly how to position your brand in Marketing School for Creatives
*For Jaguar, this rebrand was highly controversial, yet generated the largest increase in direct Google search inquiries since 2020, which, one might argue, could make this campaign a success.
Graphic credit: Scott Galloway
*About the author
Ericka Saurit (enchanté in case we haven’t met! 👋) is a designer and brand strategist, obsessed with how our built environment shapes the human experience.
Through this blog and her popular newsletter, she shares stories and insights about marketing, branding, and the home industry’s creative pulse.
*My hope is to spark ideas that help you grow your business and build a brand that truly shines.✨
