“I don't think you can plan to be the most talked-about brand on the planet…” says Jaguar boss Rawdon Glover, as he recalls those few days late last year after Jaguar’s rebranding, which must have left him reaching for his phone’s mute button.
Ultimately, “the strategy played out” because the rebranding was designed to increase interest in the concept car that was soon to be unveiled. “You do a tease phase to ultimately get more eyeballs on the real thing”, says Glover, and Jaguar certainly did that.
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