At a panel during SXSW, marketing leaders, including Charlotte Blank from Jaguar Land Rover, discussed the challenges posed by critical supply shortages and controversial rebranding efforts. They noted that instead of viewing these challenges as failures, they served as opportunities for brands to grow stronger and align with purpose-driven missions. Blank shared insights from Jaguar's recent identity overhaul, emphasizing the value of navigating controversies together to emerge as a more unified and resilient team. This was particularly poignant, as the event coincided with Women's History Month and featured an all-women panel.
Charlotte Blank, U.S. CMO of Jaguar Land Rover, stated, "We're all stronger for it... when you go through something challenging together, you come out of it actually happier."
The panel discussed how brands faced setbacks that were bumps in the road rather than outright failures, ultimately leading to more resilient teams and robust identities.
Jaguar's divisive rebrand aimed to signal a shift toward electric vehicles, but elicited a swift negative online response reflecting broader industry controversies.
The rebrand's marketing strategy focused on smashing societal norms, diverging from traditional automotive advertising, which ideally showcased the vehicles themselves.
Collection
[
|
...
]