In an era where consumer attention spans are measured in seconds, brands are increasingly looking for ways to break out of the mold. But what happens when they break out of their foundations?
Jaguar, once synonymous with British luxury, the essence of performance and design elegance, attempted to redefine its own identity with the “Copy Nothing” campaign. The new slogan, tone of communication and visual language completely distanced itself from the brand’s heritage – and the consequences were swift.
Sales in Europe fell by as much as 97.5% , and the brand faced ridicule on social media and disappointment from loyal customers. In an analysis published in Forbes Serbia , our director and founder explains why “playing with the brand code” without a foundation in real audience perceptions is extremely risky, and why authenticity and continuity remain essential in the communication of every serious brand .
👉 Read the full article: Not all publicity is good – Jaguar and the “Copy Nothing” campaign