Keep it 100
Cars are complicated. Humans are complex. The Jaguar rebrand is simple.
A car is a complicated system. Complicated systems:
Can be broken down into manageable parts.
Interactions between parts are well-defined and predictable.
Can be solved with linear thinking and established rules.
Example: A car engine with many intricate parts, but each part functions predictably.
A human is a complex system. Complex systems:
Parts interact in non-linear ways, creating emergent properties.
Difficult to predict outcomes based on individual components alone.
Requires considering the system as a whole to understand behavior.
Example: The weather system, where small changes in one area can have large impacts elsewhere.
When you change the spark plugs, you know what is going to happen. If that car was a complex system, you'd change the spark plugs and have to wait and see what happens
Branding is an unpredictable complex system because it involves humans.
There's no way to predict with 100% certainty that a subtle change, a new direction, a refresh, or a radical rebrand (like Jaguar) will be a success or failure.
You can't do it from within the brand. And you can't do it as an observer.
We just have to wait and see.
The only thing I can say with 100% certainty is that Jaguar needs to hold the f*cking line.
Do not tuck your tail between your legs and abandon this radical rebrand like Gap did with their tepid refresh.
Gap couldn't weather the storm. Do you think jaguars are scared of a little weather?
Keep it 100.
✌️Rvw
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