By: Ben Davies, Account Director
Much of my social media feed has been hijacked this week. Following a welcomed reprieve from suffering the continued jokes about Gary Barlow’s abnormally large son, the public has now turned its attention to iconic British car brand, Jaguar. If you haven’t yet seen the company’s rebrand, Jaguar launched a 30 second ad that, according to the court of public opinion, spells doom for its future.
I’m no advertising and marketing expert. I don’t have a deep understanding of the nuances of the colours or imaging that make up a brand. I do, however, like to think I understand communication and messaging. The bright colours and futuristic feel that we get from Jaguar’s latest ad is as far away as the brand could have gone from its previous look, which was steeped in history and synonymous with the deep, British racing green.
Clearly, the Jaguar that everyone knew and many loved is gone; all except for the original mantra of the brand’s founder, William Lyons, Copy Nothing. Whether this move proves to be a success remains to be seen. But it is a stark reminder of the value that a brand’s messaging has.
Message is everything
Jaguar hasn’t sold any new cars in the past year, and won’t until 2026, when its new electric vehicle range - due to be unveiled in December during Miami Art Week. Yet, one quick video has everyone talking about the car manufacturer. And it is simply because Jaguar has changed its message.
There is so much noise in today’s media. Yet, car manufacturers have always managed to create significant differentiation from one another. How? They all have four wheels and an engine. They all get the driver from A to B. Differentiation comes from a few small product tweaks and the way the brand is communicated to audiences. That message could be one of luxury, efficiency, sustainability, or simply promoting the fact that a new model offers enough room to fit three kids and a dog.
The right message allows a brand to cut through any noise and reach their target audience. Jaguar may have U-turned on its previous audience, but the message seems to be getting across: it is now marketing to young, diverse and cash rich customers.
A lesson to learn
What can technology brands learn here? Right now, it appears that Jaguar is a shining example of how impactful messaging can be - for all the wrong reasons. But the brand has already created separation from its former self, and moving forward, expect to see this new, vibrant and modern Jaguar consistently. The furore will die down, society will find something else to complain about, and before we know it, this new Jaguar will be the norm.
Consistent messaging clearly communicates a brand’s uniqueness, and serves to help audiences understand its USPs clearly. Messaging is the foundation of a brand’s entire marketing strategy. It enables them to define and prioritise information, and create consistency and accuracy when communicating with stakeholders.
Finding the message
There are three key elements to strong messaging:
It demonstrates a competitive advantage that provides a specific benefit to a defined community of people
It is well articulated and backed by proof points
It should create consistency when used by any organisation and its employees, not only across marketing, but in sales, too
Importantly, it must follow the three C’s of communication: clear, concise and compelling. Jaguar’s new message is clear, its Copy Nothing mantra is concise, and it is certainly compelling a number of people to comment on the rebrand.
However, one current - and quite vital - piece missing from the jigsaw right now is that the new ad had a distinct lack of cars. This was something Elon Musk was quick to point out on X.
In Jaguar’s case, we all know it sells cars, or at least, it will once again in 2026 after a two-year hiatus. Jaguar has spend the last century building a behemoth of a car manufacturing brand and is probably allowed a little leeway for now. It has, however, proved that messages are not static.
As businesses, industries and the consumer landscape evolve, the message does too. Don’t be afraid to pivot a little if necessary.
Cut through the noise
Messaging allows brands to differentiate, whether from competitors, or, in Jaguar’s case, its former self. Time will tell whether it was the right move or not, but the message is clear.
The technology world is vast. New businesses appear by the day. It has never been more important to create separation and place focus on a brand’s unique benefits to demonstrate true value. And it all starts with a message.