Jaguar’s ‘Copy Nothing’ campaign: Lessons for retailers on rebranding risks

A photo of Jaguar’s ‘Copy Nothing’ campaign in 2024 featuring gender-fluid models.
The car-maker’s rebrand has drawn significant backlash. A branding expert explains why.
Saying goodbye to its signature roaring cat, the 98-year-old carmaker Jaguar made headlines last week with its latest rebranding campaign. The company claims the campaign revives its “Copy Nothing” ethos, which traces back to the words of founder Sir William Lyons. Despite its effort to modernise and appeal to a younger, more diverse audience, the campaign has faced some backlash concerning its departure from traditional brand values and automotive focus. “The backlash this campaig

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