Picture this: You’re a legendary brand, known for elegance, roaring power, and timeless luxury. But the world is changing. Electric cars are the future. You need a reinvention—a fresh start.
So, what do you do?
Jaguar went bold—some say too bold. They wiped the slate clean, unveiling a new minimalist golden logo and a high-fashion promotional video. But here’s the kicker: there wasn’t a single car in it.
Yes, you read that right. A luxury car company rebranded itself without showing cars. Instead, the video was a surreal montage of models, dramatic lighting, and avant-garde aesthetics—like a high-fashion perfume ad.
The internet lost its mind.
Elon Musk mocked it. Car enthusiasts were furious. “Jaguar has gone woke!” some cried. “This is genius!” others countered. The debate exploded, pushing Jaguar into the spotlight like never before.
Was it a success or a disaster?
Both. Jaguar became the talk of the town—a brand reborn through controversy. They alienated some loyalists but gained millions in free publicity. The conversation alone was worth millions in marketing dollars.
What can startup founders learn?
- Dare to be different – Bold moves grab attention. But ensure they tie back to your core product.
- Controversy sells—but be strategic – If you challenge norms, have a solid plan to handle backlash.
- Embrace storytelling – Even small brands can build an emotional narrative.
For startups with tiny budgets, this means using bold storytelling, niche branding, and viral moments to make an impact. You don’t need Jaguar’s budget—you just need the courage to be unforgettable.