#BS: Jaguar. Pause(?)

Jaguar. If you’re breathing, you’ve heard.

After last night’s reveal, I have some reflections.

⟹  It’s been fascinating to watch the outrage—and who is outraged. Some smart person (unfortunately, can’t remember who) pointed out that there’s something hilariously ironic about underpaid marketers frothing at the mouth over a car they can’t afford. And honestly, tea.

⟹  Much of the outrage is not really about heritage or taste. Going by some of these hot takes (read: hot rot), it’s barely about brand. It’s about politics (see “go woke, go broke”). And seeing bigots lose their minds has been a special kind of delicious.

⟹  The most insightful takes I’ve read on this work have offered a nuanced perspective, interrogated impact, and highlighted context. They've reminded me that sweeping criticism is easy. And lazy. And it often comes from the people with the loudest voices, the biggest egos, and the least to contribute.

⟹  In an era where branding experts have been up in arms about "blanding", I’m very tickled that Miami Pink isn’t a hit 🙃

#BrandlySpeaking, I’d argue that this rebrand does re-embody the essence of Jaguar—in a way that not only responds to, but also invites in, a changing world. Boldly and bigly. It's not exactly my taste, but that doesn't matter. Ultimately, the real value will be in the profit or the plummet.