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What’s Really Going On With TikTok’s Latest Legal Troubles?

 1024 576 Michael Kraabel

Let’s talk TikTok. The latest legal battles surrounding the platform have been setting off alarms across industries—privacy concerns, geopolitical drama, and even some whispers of good old-fashioned overreach. If you know me, you know I love a good conspiracy theory as much as the next marketer who’s had too much caffeine and late night blue screen.

But let me remind you: I come to this conversation as someone with a political science background and two decades deep in digital tech. I’m not here to tell you what to think. I’m here to ask the kinds of questions that make you go, “Hmm… interesting.” So, let’s break this down into the official narrative, the hidden layers, and the questions no one seems to be asking (but should be).

Let’s Be Honest, This Isn’t About Data Security

I don’t buy it. Not for a second. The idea that the U.S. government’s crackdown on TikTok is about protecting your data—or even safeguarding national security—just doesn’t add up. Sure, the headlines are plastered with words like “privacy concerns” and “Chinese surveillance,” but let’s not kid ourselves. This isn’t about protecting you from invasive algorithms or Beijing tapping into your late-night scrolling habits.

This is about political security. The real threat TikTok poses isn’t to your data—it’s to the establishment’s grip on shaping public opinion. Think about it: TikTok has mastered the art of influence. It’s the most potent platform we’ve ever seen for shaping narratives, sparking cultural shifts, and amplifying voices that traditional institutions can’t control. And the fact that it’s owned by a foreign company—a Chinese one, no less—makes it a wildcard that’s driving governments absolutely insane.

This isn’t a war over data; it’s a war over power. And power, in the modern world, is tied to influence. TikTok doesn’t just collect data; it shapes perceptions. It doesn’t just serve content; it creates movements. That level of influence, especially in the hands of a foreign-owned platform, is terrifying to a political establishment that thrives on controlling the flow of information. So let’s cut through the noise: this isn’t about protecting you. It’s about protecting them.

The Official Story for TikTok = Big Privacy Risk

The U.S. government and several states have been cracking down on TikTok for one key reason: national security concerns. Officials claim TikTok, owned by the Chinese company ByteDance, is a gateway for the Chinese government to access data on U.S. citizens. Think of it as the digital equivalent of leaving your diary out in the open, except your diary now includes your facial recognition, location data, and what side of #FoodTok you’re on.

The concerns are technically valid. TikTok collects tons of data, and with China’s strict laws requiring companies to share info with the government when asked, the “what if” scenarios are endless. (Not to mention ByteDance employees were caught improperly accessing user data, including that of U.S. journalists. So, that happened.) On paper, it’s all about protecting user data from a foreign adversary.

But here’s the thing: If we’re talking about user privacy, TikTok is hardly alone in its data-hoovering ways. Facebook, Google, Amazon, and nearly every big tech platform make TikTok’s data collection look downright quaint by comparison. So, why TikTok? Why now?

Is It About Power, Not Privacy?

Let’s zoom out for a second and ask a bigger question: Is this really about security, or is it about control?

Here’s where things start to get spicy. TikTok isn’t just a social media app—it’s a cultural force. It’s reshaping how younger generations consume content, how trends are created, and even how movements gain momentum. For governments, that kind of influence is both intimidating and difficult to regulate. Unlike Facebook or Twitter, TikTok isn’t a U.S.-based company, so it’s harder to influence or subpoena when it doesn’t play by the “rules” of Silicon Valley.

Could this be a turf war disguised as a security issue? Look at what happened when TikTok refused to sell its U.S. operations to an American company during the Trump administration. The gloves came off, and things have been tense ever since. This raises a question: Is the crackdown about TikTok being a national security risk—or about it being outside U.S. control?

If This Were Really About Privacy, Why Not Just Write a Law?

Here’s the part of the TikTok saga that doesn’t add up: If the U.S. government’s primary concern is protecting Americans’ data, why hasn’t it taken the simplest, most straightforward path to solve the problem? Let’s face it—if this were truly about data privacy, there’s a much easier way to handle it than the messy, dramatic “sell it or ban it” ultimatum we’ve been watching unfold.

Think about it. The U.S. government could have written a law requiring apps from “foreign adversaries” (or whatever buzzword list they’d like to create) to meet stricter data security standards. They could have mandated that any platform operating in the U.S. must store user data domestically, undergo regular security audits, and restrict access to sensitive information. Not only is that a pragmatic solution, it’s also one that’s been done before. We’ve seen similar rules applied in industries like finance and healthcare—so why not social media?

What About Apple and Google?

Better yet, the government could’ve just outsourced the problem to the gatekeepers of the app ecosystem: Apple and Google. These companies already have significant power to regulate apps in their stores, and they’ve shown a willingness to enforce strict privacy and security standards. Apple, in particular, has made privacy its calling card, introducing features like App Tracking Transparency that fundamentally altered the ad tech landscape.

Imagine this: The government mandates that any app from a flagged country must pass additional privacy and security checks before it can be listed on the App Store or Google Play. Apple and Google would handle the heavy lifting—vetting the apps, auditing their data collection practices, and blocking those that don’t meet the standards. Done and dusted. No need for political theater, no need to disrupt millions of creators and businesses, and no need for TikTok users to panic-scroll Twitter for updates on whether their app is about to disappear.

Why the Hardline Approach to Force the “Sell It or Ban It Ultimatum?”

So, why didn’t the government take this route? Why didn’t they legislate higher data security standards or let the tech giants handle the dirty work? Instead, they went straight for the jugular: “Sell TikTok to a U.S. company or face an outright ban.”

Here’s why that feels fishy. Writing a law to regulate data privacy for foreign-owned apps would’ve been easy. It’s politically defensible, publicly popular, and, most importantly, it actually addresses the stated problem—user privacy. Plus, it would set a clear precedent for how the U.S. plans to deal with similar platforms in the future. If another app from a “foreign adversary” comes along, the rules would already be in place.

But that’s not what happened. Instead, the government went with the nuclear option—an ultimatum that’s more about power than practicality. When you step back and look at it, this wasn’t a surgical strike on data privacy concerns; it was a broadside aimed squarely at TikTok’s ownership structure.

What This Really Suggests

The hardline approach tells us something important: This isn’t just about protecting user data. If it were, the government would’ve taken the simpler, more targeted route. The fact that they didn’t suggests that something bigger is at play.

The “sell it or ban it” approach has nothing to do with making TikTok safer for users. It’s about forcing ByteDance, and by extension the Chinese government, into a corner. It’s about control. By demanding TikTok be sold to a U.S. company, the U.S. isn’t just solving a privacy problem—they’re seizing influence over one of the most culturally and economically significant platforms of our time.

The Takeaway

Let’s call it like it is: If this were strictly a privacy issue, the government had countless options that didn’t involve threatening to nuke TikTok off everyone’s phones. A few well-crafted data privacy laws or app store regulations would’ve done the trick—and set a meaningful precedent for all platforms, not just TikTok. But that’s not what happened.

Instead, we got an ultimatum—one that feels more like a geopolitical chess move than a thoughtful response to legitimate privacy concerns. And when you step back and look at the bigger picture, it raises an uncomfortable question: Was data privacy really the priority here, or was it just the most convenient excuse?

A Possible (But Wild) Scenario Focuses on The Economic Angle

Here’s another idea to chew on: Could this be more about protecting U.S. tech companies than protecting U.S. citizens? TikTok is eating everyone’s lunch when it comes to ad revenue. Platforms like Instagram, Snapchat, and YouTube are playing catch-up, often rolling out blatant TikTok clones (cough Reels, cough Shorts). If TikTok continues to dominate, it’s a direct threat to the economic powerhouse that is American Big Tech.

And let’s be real: Lobbying is the sport of Washington, D.C. It’s no secret that U.S.-based platforms like Meta have spent big lobbying for stricter regulations on TikTok. Could the whole “national security” narrative be a convenient shield for what’s really a financial turf war? If you think that’s too cynical, let me remind you—this is the same government that once tried to break up AT&T over telephones.

What Nobody’s Asking Who Gets Hurt the Most?

Now, let’s flip the script. Whether TikTok gets banned outright or tightly regulated, who really loses? It’s not ByteDance—they’ve got a global user base to fall back on. The real casualties are the creators and small businesses that have built their brands on the app.

TikTok is the discovery engine of our time. For creators, it’s been a golden age of opportunity. For small businesses, it’s been a lifeline—particularly during the pandemic, when the algorithm helped brands reach audiences they could never afford to target through traditional advertising. If TikTok goes away, it’s the underdogs that lose the most, while the giants like Meta and Google reclaim their throne.

The Deep Dark Theories: Is This About a Quiet Payoff to the Chinese Government?

Alright, let’s wade into the murkier waters. If you’ve got a soft spot for a good geopolitical conspiracy (don’t we all?), this theory is going to make you lean in a little closer. The Chinese government—the Communist Party of China (CCP)—is facing mounting financial pressures. Their economy, once the envy of the world, is showing cracks. Between a real estate crisis, high youth unemployment, and growing internal dissent, the CCP has a growing need to shore up resources, maintain control, and project strength. And that’s where TikTok, and possibly this entire U.S. crackdown, might fit into the picture.

Here’s the idea: TikTok, as we all know, is owned by ByteDance. And ByteDance, like all major Chinese companies, is subject to heavy CCP oversight and influence. The Chinese government isn’t just a silent partner—they’re actively intertwined with the operations and decisions of companies like ByteDance. So, let’s say the U.S. forces TikTok to be sold to an American company or investor group (remember the Oracle-Walmart fiasco that almost happened in 2020). What happens in that scenario? A massive payday for ByteDance, and by extension, the CCP.

Think about it: If TikTok were sold, that deal would likely be worth tens of billions of dollars. That’s a cash windfall flowing directly into ByteDance’s coffers, and by extension, into the Chinese government’s hands. The U.S., or U.S.-based investors, would essentially be writing a check to the CCP, funneling billions into the pockets of a government we’re simultaneously trying to weaken. In this context, the U.S.’s relentless pursuit of a TikTok ban starts to look less like a hardline stance on national security and more like a veiled way to engineer a cash transfer to China without calling it a direct payment on our financial obligations.

Why Would the U.S. Play Along With This?

If this sounds far-fetched, let’s put it into perspective. The U.S. owes China over $850 billion in Treasury securities, making them one of the largest foreign holders of U.S. debt. While outright default on that debt is off the table, tensions between the two countries are escalating. What’s a more politically palatable alternative to paying back debt on the books? A backdoor payoff that avoids riling up the public or causing Wall Street chaos.

By forcing TikTok into a sale, the U.S. would effectively be transferring billions to a Chinese company under the guise of “national security.” It’s not labeled as a debt payment, but functionally, it accomplishes the same goal: transferring U.S. capital to China without openly admitting it. This theory suggests that the U.S. government might be playing the long game here, trying to quietly alleviate financial tensions with China while distracting the public with headlines about TikTok dances and privacy concerns.

Is This So Outlandish?

Let’s connect the dots. ByteDance doesn’t just exist in a vacuum—it operates in a system where the CCP exerts significant control over its actions, particularly its finances. If ByteDance benefits, the CCP benefits. And the timing couldn’t be more interesting: the Chinese government needs cash flow, and TikTok, one of the most valuable tech platforms in the world, is a convenient conduit for it.

It also explains the CCP’s firm refusal to allow ByteDance to sell TikTok’s algorithms, which are the secret sauce behind its success. Why? Because those algorithms represent long-term strategic value. If the CCP sees TikTok as both a cash cow and a critical soft-power weapon, you can bet they’re strategizing about how to use it to their greatest advantage.

From this perspective, the U.S.’s TikTok ban threats could almost be viewed as a negotiation tactic—a way to force China into a sale that results in a massive cash influx for the CCP. Sure, it’s framed as “protecting American privacy,” but in reality, it could be a creative workaround to settle financial imbalances between the two superpowers without calling it what it really is.

What Would This Mean for Marketers and Creators?

Here’s the kicker: If this theory holds water, TikTok’s fate isn’t just about privacy or ad revenue wars. It’s a pawn in a much bigger chess game between two global powers. And for marketers, creators, and brands, that means we’re operating on borrowed time. Whether TikTok gets banned, sold, or severely regulated, the fallout for our industry could be huge. If TikTok ends up in U.S. hands, it might lose its edge, its innovation, and the unique culture that makes it the creative juggernaut it is today.

Meanwhile, if TikTok stays under Chinese control but is battered by constant political scrutiny, the platform’s stability could come into question. Either way, the ripple effects will be felt across the digital marketing landscape. It’s not just about adapting to new platforms or strategies—it’s about understanding that we’re caught in the crossfire of a geopolitical showdown.

So, the next time someone tells you this is just about privacy, take a second to think about all the layers underneath. Because sometimes, the best stories are the ones happening behind the scenes.

Questions We Should Be Asking

I told you I’d ask all the questions, so here’s what’s bouncing around my head:

  1. Why are we singling out TikTok for privacy concerns when U.S.-based platforms are equally invasive? If this is about protecting citizens, shouldn’t we be having a broader conversation about all data privacy, not just TikTok’s?
  2. What’s the long game here? If TikTok is banned, do we really think another Chinese company won’t create a new app just as popular? Are we trying to set a precedent for how we deal with foreign tech companies in general?
  3. Who benefits the most from TikTok’s downfall? If you follow the money, where does the trail lead?
  4. What happens if TikTok stays but is forced to change? Forcing them to move data servers to the U.S. or sell to an American company might solve the political optics, but would it actually protect user data—or just put it in different hands?
  5. And finally—why does this matter to us as marketers? If TikTok is a no-go, what’s Plan B for reaching the younger, hyper-engaged audience we’ve come to rely on?

The TikTok drama is a swirling mix of legitimate concerns, power plays, and a dash of “Who gets to own the future of social media?” As marketers, we can’t control the outcome, but we can keep asking questions and staying ahead of the shifts. Because whether TikTok thrives, adapts, or disappears altogether, the cultural appetite for short, authentic, and hyper-personalized content isn’t going anywhere. The only question is—who’s serving it up next?

Stay curious, stay critical, and keep your strategy nimble. The TikTok saga is far from over.

Welcome to the Brandverse

 1024 574 Michael Kraabel

Great brands don’t just sell products or services—they build worlds. These worlds are immersive spaces where customers not only feel seen and understood but experience a visceral connection that pulls them in, allowing them to escape the noise of daily life. This concept has been the backbone of my branding philosophy for years: create a space where customers don’t just buy—they belong.

Brands like Apple, Nike, and Coca-Cola have mastered this. Their customers aren’t merely purchasing a phone, a pair of shoes, or a can of soda. They’re stepping into an ecosystem of innovation, empowerment, and shared identity. In today’s era of “metaverses” and “omniverses,” I call this immersive approach the Brandverse—a world of your creation where your customer can thrive.

Let’s explore what it takes to build this kind of world and what elements need to be present for it to become a powerful, enduring relationship.

Set the Emotional Tone: How Should People Feel?

Every great Brandverse starts with emotional intention. When someone enters your world, how do you want them to feel? Energized, comforted, inspired? This isn’t just an abstract question—it’s the north star of your brand’s identity.

  • Nike: Makes you feel unstoppable—like an athlete, no matter your skill level.
  • Apple: Invites you to feel creative, intuitive, and “one step ahead.”
  • Coca-Cola: Sells joy and connection—sharing a Coke means sharing a moment.

Start by defining your brand’s emotional anchor. From there, every element—design, language, customer interactions—should reinforce that feeling. This emotional resonance builds loyalty because it taps into the essence of who your customers are—or aspire to be.

Define Their Role: Who Do They Become in Your World?

A true Brandverse doesn’t just give customers a product; it gives them a role to play. Your brand should help customers become a better version of themselves.

  • What’s their transformation? Are they becoming more informed, empowered, stylish, or connected?
  • What’s their story? A Brandverse tells customers they are not just spectators—they are protagonists.

When consumers know what role they play, they become emotionally invested. In the B2B world, this applies too. Your solution doesn’t just solve a pain point—it elevates your client’s status, efficiency, or expertise. The result? They feel like a game-changer, and you become a trusted partner in their story.

Craft Sensory Immersion: Make It Visceral

A strong Brandverse pulls customers into an experience they can almost feel physically. This isn’t limited to VR goggles or flashy tech—it’s about ensuring that every brand touchpoint is multisensory and unforgettable.

  • Visuals: Consistent, evocative imagery that reinforces your world. Whether it’s bold minimalism or lush maximalism, stay intentional.
  • Sound: Think of how the Netflix “ta-dum” makes you feel. What sound represents your brand experience?
  • Language: Every word you use contributes to the immersion. Nike doesn’t write “Run faster”; they say, “Just Do It.”
  • Packaging and physical presence: These small sensory details—like how your product smells, feels, and unboxes—become part of the escape.

When your brand engages multiple senses, it becomes a visceral, memorable experience rather than a transaction.

Design Entry Points: Make It Easy to Enter the Brandverse

For your Brandverse to thrive, it needs seamless entry points that lower friction and invite customers in with ease. Whether they encounter your brand online, in person, or via referral, the experience should feel fluid and familiar.

  • Omnichannel Experience: Your messaging and design need to be consistent, no matter where customers engage with you. Disjointed experiences break the immersion.
  • Onboarding: Make your world accessible. For example, B2B brands can create dynamic, intuitive onboarding journeys that immediately make clients feel empowered rather than overwhelmed.

The easier it is to enter your Brandverse, the faster the relationship grows.

Consistency Builds Trust, But Surprise Builds Delight

Consistency is foundational—but surprise makes it unforgettable. The most immersive brands master the balance of familiarity and unexpected moments that delight customers.

  • Think of Nike’s limited drops: Familiar branding with an unexpected twist.
  • Apple’s software updates: Always reliable, but packed with new, “wow” features that reinforce their reputation as innovators.

Your Brandverse should promise something reliable while occasionally delivering surprises that keep people talking.

Deliver Belonging: Build Community, Not Just Customers

A world feels more real when others are there, too. The strongest Brandverses don’t just connect customers to the brand—they connect customers to one another.

  • Consumer Brands: Think of the cult-like following of brands like Supreme or Peloton—where the sense of belonging is part of the product.
  • B2B Brands: Community can take the form of knowledge hubs, forums, or shared client wins. Your Brandverse should make your customers feel like part of an elite group.

Communities add value by reinforcing the emotional experience. When people feel like they belong, they advocate for your brand naturally.

Transcend Price: Make the Relationship the Value

When you successfully build a Brandverse, you move beyond price competition. Instead of thinking “How much does this cost?” your customers think, “Where else would I rather be?” This doesn’t happen overnight—it’s a result of deep, intentional relationship-building where value goes far beyond the product.

The key? Focus on shared aspirations and outcomes. Your customers shouldn’t feel like they’re buying something from you—they should feel like they’re moving forward with you.

Building Your Brandverse Is the Ultimate Differentiator

In an era of infinite options, creating an immersive world for your customers is the difference between being a commodity and becoming indispensable. Your Brandverse should be a place they want to visit over and over—a place where they’re understood, transformed, and inspired.

When you build a world where they belong, you’re no longer selling—you’re inviting. And when that happens, loyalty becomes instinctive, advocacy becomes natural, and price becomes irrelevant.

The next step? Define the world you want to create—and invite your customers in.

The Birth of Catiki Originals

 1024 574 Michael Kraabel

It all started with an idea that combined two of my passions: creative experimentation and Tiki art. I’ve always believed that you don’t wait for the right opportunity—you create it. That’s how Catiki Originals was born. I wanted to build a fun, playful creative platform where I could test the latest AI tools and see just how far I could push the boundaries of content creation. And what better theme than the whimsical, escapist vibe of Tiki culture?

The process began with a simple foundation—a website and a handful of T-shirt designs to give the brand some life. At first, I leaned on my own design skills. But as I dug deeper into the growing universe of AI tools, I started experimenting with how these technologies could enhance and sometimes completely reinvent the creative process. The result? Eye-catching patterns and unique designs born from a fusion of my vision and AI’s computational artistry.

There’s no shortage of voices in the creative and marketing space talking about how AI is going to change everything. But what’s often missing from those conversations is the how. Big predictions are easy to make, but showing real-world applications—examples that ground those ideas—is where the real impact happens.

That’s why I’ve been committed to not just discussing the potential of AI, but actively using it, experimenting with it, and sharing the outcomes. I’m not claiming to be the world’s foremost expert, but as a creative director and marketing executive who’s spent years at the intersection of brand strategy and innovation, I feel like I’m in a position to speak to the reality of applied AI in this space. It’s one thing to theorize about possibilities and quite another to roll up your sleeves, test what’s out there, and show what’s working (and sometimes, what’s not).

With Catiki Originals, I’ve created a living example—a project born out of equal parts curiosity, creativity, and technological experimentation. From AI-driven design patterns to fully realized video spots, I’m exploring firsthand how these tools fit into the creative process, and my hope is that sharing those experiences sparks new ideas for others. Because AI isn’t just a distant disruptor—it’s a tool we can use today, and I want to show exactly how it can elevate the craft of creative marketing.

From Designs to Digital Storytelling

Once the Catiki Originals brand was up and running, I thought: Why stop there? Why not bring the brand to life through a creative campaign? That’s where things really got interesting. I decided to make a commercial spot—a full-on narrative piece showcasing Catiki Originals using a suite of emerging video and audio AI tools. And while the concept and storytelling came straight from my brain, the way I built the spot was a testament to how AI is fundamentally reshaping what’s possible for creators.

I used a combination of AI platforms to pull it all together:

  • Visuals: Ideogram, Midjourney, and Leonardo helped create dynamic, Tiki-inspired imagery.
  • Music: I used Udio to generate a custom soundtrack with tropical vibes.
  • Motion: Kling.Ai allowed me to convert still images into video animations—their new version launched the same day I started the project!
  • Voice-over: I turned to ElevenLabs to create a tailored voice-over with the right tone and character.
  • Editing and Sound Design: Everything came together in Premiere Pro with a touch of sound design, thanks to SFX from Artlist.

The process was seamless yet mind-blowing. What used to take an entire production team and weeks of work came together in just two to three hours—right from my laptop.

Applied AI and the Creative Process

When it comes to applied AI in the creative process, each tool I used played a specific role, with unique strengths and some limitations. Here’s a closer look at how they fit into the workflow, what they excelled at, and where there’s still room for improvement:

Visuals: Ideogram, Midjourney, and Leonardo

These platforms have quickly become some of the most powerful tools for generating stunning visuals.

  • Strengths:
    Midjourney and Leonardo excel at creating highly detailed and stylized imagery with a distinct aesthetic, while Ideogram adds a clever twist by integrating text directly into the visuals without the typical distortions. This combination allowed me to capture the vibrant, surreal energy of Tiki culture—from intricate patterns to whimsical characters. I could iterate quickly, refining the look and feel in minutes instead of hours.
  • Weaknesses:
    These tools are still limited when it comes to very specific, complex compositions—like scenes involving precise perspective or perfectly posed characters. You often have to “game the system” by tweaking prompts and combining multiple outputs in editing software to achieve exactly what you want. And although these platforms have come a long way in terms of control, they can still feel like a bit of a guessing game when you’re aiming for ultra-specific creative outcomes.

Music: Udio

Creating a custom soundtrack used to require hiring a composer or wading through endless stock tracks. Udio simplifies the process, allowing me to generate music tailored to the exact mood I wanted.

  • Strengths:
    Udio shines in its ability to create music that feels bespoke without the need for extensive manual input. I wanted tropical vibes that didn’t sound like generic stock music, and Udio delivered a soundtrack that fit perfectly with the brand’s quirky, upbeat energy. The tool’s ability to generate loops and remixes quickly meant I didn’t have to spend hours matching timing or adjusting beats in post.
  • Weaknesses:
    The biggest limitation here is complexity. If you want something really dynamic or experimental—say, shifting from one genre to another mid-track or adding unusual instrumentation—you still need manual intervention or additional software. Udio’s AI is fantastic for ambient scores and straightforward soundscapes but might struggle if you’re aiming for more nuanced musical narratives.

Motion: Kling.Ai

Kling.Ai was key to transforming static imagery into living, breathing animations, and the timing couldn’t have been better—they released a new version the very day I started this project.

  • Strengths:
    This tool was incredible for breathing life into stills. It allowed me to take Tiki-inspired scenes and create subtle animations—like shifting waves, glowing lights, or even character movement. Kling.Ai bridges the gap between traditional motion graphics and full video production, offering fluid results with minimal setup.
  • Weaknesses:
    While Kling.Ai handles ambient and simple animations beautifully, it’s not yet built for complex motion sequences or highly choreographed scenes. Anything requiring precise character animations, 3D modeling, or cinematic camera moves still needs dedicated animation software like After Effects or Blender. But for adding a sense of movement to static visuals, it’s a game-changer.

Voice-over: ElevenLabs

The voice-over can make or break a piece of creative work, especially when you’re aiming for a specific tone. ElevenLabs gave me the flexibility to craft a custom voice that matched the brand’s vibe perfectly. Below is a little audio that expands upon my experience with ElevenLabs.

 

  • Strengths:
    ElevenLabs is exceptional when it comes to voice realism and tone control. I was able to fine-tune the pitch, speed, and emotional delivery to create a voice-over that felt human—not robotic. This tool excels at making nuanced adjustments, so whether you need a warm narrator or an energetic hype voice, you can dial in exactly what you need.
  • Weaknesses:
    Despite the impressive realism, ElevenLabs still has some limitations when handling longer or complex scripts. There can be subtle but noticeable breaks in cadence or mispronunciations that require manual tweaking. Additionally, when aiming for highly distinct character voices—like exaggerated or heavily stylized tones—it can take multiple passes or post-production effects to get things just right.

Editing and Sound Design: Premiere Pro + Artlist

Once all the pieces came together, Premiere Pro served as the final canvas for bringing the project to life, with sound effects and audio layers from Artlist adding the finishing polish.

  • Strengths:
    Premiere Pro remains an industry-standard for a reason—it’s robust, flexible, and handles complex multi-layered projects with ease. I was able to seamlessly assemble video layers, apply effects, and fine-tune transitions. Artlist’s extensive SFX library filled in the gaps, from subtle ambient noises to playful sound cues that enhanced the Tiki-inspired vibe.
  • Weaknesses:
    AI hasn’t quite reinvented the post-production editing process yet. While Premiere has added some AI-assisted features, much of the editing still relies on manual input. Stitching everything together, adding sound design, and timing everything perfectly took time and attention to detail. However, as AI tools become more integrated into platforms like Premiere, we’ll likely see things like auto-synchronized sound design or predictive editing workflows become more common.

The Big Picture

Each of these tools brought something different to the table, and together, they allowed me to create something that would have required a full production team just a few years ago. They’re not perfect—and there are still places where human creativity and manual touch remain essential—but their strengths far outweigh their limitations when used thoughtfully. This is what makes applied AI in creative work so exciting: it’s not about replacing artistry, but about expanding what’s possible and accelerating the process in ways that allow ideas to come to life faster and more dynamically than ever before.

For any creative or marketer looking to tell better stories, these tools represent a massive opportunity to not just imagine the future—but to build it.

The Speed of Innovation

The pace at which these tools are evolving is staggering. What’s available today feels like science fiction compared to even a few years ago. And while none of these tools replace human creativity, they amplify it in ways we couldn’t have imagined before. With the right combination of platforms, you can create polished, professional-grade content faster than ever.

This is the future of creative work—not a replacement for analog artistry, but a powerful set of tools that democratize creativity. For small brands, independent creators, and marketers like me who love to build worlds around ideas, the possibilities are endless.

The Human Element

No matter how advanced the tools become, the core of any great piece of creative work is still human. The tools didn’t write my script. They didn’t come up with the brand concept or map out the narrative beats of the commercial. That was all me. But these platforms allowed me to take those ideas and elevate them, experimenting and iterating at a speed that would have been unthinkable a decade ago.

The Opportunity Ahead

This is just the beginning. As these AI tools mature, the opportunities to build immersive brands, tell bigger stories, and bring innovative ideas to life will only grow. Whether you’re building your first brand or your fifth, the ability to create virtually anything with a laptop and a few hours is no longer a pipe dream—it’s reality.

Catiki Originals started as a playground for creative experimentation, but it’s evolved into something more—a case study in what happens when you pair vision with next-generation tools. And I have no plans to slow down. The future of creativity is here, and it’s equal parts thrilling and limitless.

What’s the next story you’ll create?

Why Political Science Majors Excel at Marketing

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Marketing isn’t just about selling products or services; it’s about building trust and moving people to act. As a political science major turned brand marketer, I see the connection every day. Political science is a training ground for persuasion, storytelling, and strategy — the same core skills that drive great marketing.

My years studying campaigns, court cases, and historical movements weren’t just academic. They were the foundation for understanding how to influence thought, inspire action, and create lasting impact.

A Crash Course in Persuasion

In political science, you learn how movements grow, policies shape societies, and leaders rally support. Every campaign tells a story designed to build confidence and drive action. In marketing, the same principles apply.

Political campaigns, at their core, are brand campaigns. A candidate starts with nothing but their name and an idea. Success depends on creating a message that resonates, building trust, and mobilizing people. When I studied this, it wasn’t just about watching politicians shake hands or give speeches. It was about understanding how they did it. What made a message stick? How did they earn trust? Why did people not just vote, but show up, donate, and fight for them?

Good marketing follows the same rules. It’s not about features or slogans; it’s about a story that connects on a deeper level and inspires action. Whether the goal is to win an election or launch a product, the formula remains consistent: craft a clear message, build belief, and make it impossible to ignore.

The Power of Words

Constitutional law was one of the most fascinating areas of my studies. Every word in a court opinion carries weight, setting precedent that can last for generations. Reading dissents was my favorite. They weren’t just about arguing a point. They were bold, passionate attempts to influence the future.

That same precision with language is essential in marketing. Words matter. A tagline, a product description, or a single sentence in an ad can shift how people see your brand. The ability to communicate clearly and compellingly often makes the difference between being remembered or forgotten. In marketing, as in constitutional law, it’s not just what you say — it’s how you say it and why it matters.

Propaganda as Branding

Some of the biggest propaganda movements in history weren’t just political. They were massive branding campaigns. Colors, symbols, slogans, coordinated events — all designed to create recognition and loyalty. The same tools show up in modern marketing.

Take a historic movement like the civil rights struggle, or a less savory one like World War II-era propaganda. Each had a strategy built on simplicity and clarity. They used visuals, phrases, and calls to action to create momentum and inspire people. It’s not coincidence. It’s strategy. And that’s the same playbook marketing teams use to build brands today.

Politicians as Case Studies

Let’s be real: most politicians aren’t extraordinary thinkers. What they excel at is communication. They connect with people. They build trust. They understand how to inspire action. As political science majors, we studied these traits in depth — not just as spectators, but as analysts.

Campaigns gave us a blueprint for persuasion. They taught us to look at what worked and why. It wasn’t just about analyzing speeches or ads; it was about understanding human behavior. Good marketing works the same way. It’s about testing ideas, watching what resonates, and adapting until the message clicks.

My Experience in Political Science

Studying political science taught me to think critically and act strategically. I read landmark court cases, dissected movements, and studied how governments shaped the world. It wasn’t just about theory. It was about understanding how people respond to ideas and why some messages succeed where others fail.

Marketing took those same lessons and applied them to the real world. Whether building brands, launching products, or creating campaigns, the process is familiar. Research. Test. Refine. Understand the audience. Communicate with purpose. These are not abstract skills; they are practical tools I use every day.

Giving Back Through Brand Building

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In 2025, I’m reviving one of my favorite passion projects: helping local companies build strong, memorable brands. Once each quarter, I’m dedicating time to work with a small business or entrepreneur to craft their brand story, refine their marketing strategies, and set them up for long-term success. Think of it as a mini brand incubation lab—rooted in creativity and fueled by a desire to give back.

This isn’t just about supporting local businesses (though that’s a big part of it). It’s also a chance to roll up my sleeves, dive into the creative process, and collaborate with others who want to make a real impact in their communities. If you’re someone who loves to help ideas grow and wants to contribute your skills to a meaningful project, I’d love for you to join me. The more hands on deck, the bigger difference we can make.

Who We’re Looking For:

We’re on the hunt for ideas and applications from people who could benefit from this effort. Maybe you:

  • Are launching a new product and need help building buzz.
  • Run a small shop that could use a rebrand or fresh marketing strategy.
  • Have a great idea but lack the resources to take it to the next level.

If you’re Midwest-made (bonus points for Minnesota!) and passionate about what you’re building, this could be an opportunity to incubate your vision with some professional support.

Why This Matters:

Local businesses are the heartbeat of our communities. They bring innovation, connection, and character to the places we call home. This project is my way of supporting those who have the drive but might need a little extra help with the tools and strategies to succeed.

How You Can Get Involved:

  • Business Owners: If this sounds like a good fit for you, send us your idea! We’re accepting suggestions and applications for businesses to partner with each quarter.
  • Collaborators: If you’re a creative, strategist, or just someone who wants to make a difference, let’s team up! The more diverse perspectives we bring to the table, the stronger these brands will become.

This project is a way to do meaningful work while having a little fun along the way. Let’s make 2025 a year of creativity, connection, and giving back. If you’re interested in teaming up or know someone who might benefit from this effort, drop me a line or share this post with them.

Here’s to helping great ideas take flight!

Jaguar Release Day

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Today isn’t just another day for Jaguar—it’s potentially the day. The iconic carmaker is poised at a crossroads: one path could redefine their legacy, and the other might cement the idea that they’ve missed their moment. I’ll be live-blogging the action as it unfolds, sharing the wins, the stumbles, and everything in between. Whether you’re a brand strategist, a marketing enthusiast, or just curious about how legacy brands navigate reinvention, this is the space to watch.

Buckle up—it’s going to be an interesting ride.

Launch Day – 7:42 PM CST. – My Initial Reactions

Review of the New Jaguar Launch in Miami

I’m conflicted. Jaguar’s long-awaited launch in Miami was one of those moments that made me question where this iconic brand is headed. The car itself? It’s fine. From a design perspective, it’s sleek and modern, but for a concept car, it didn’t leave me awestruck. And maybe that’s part of my problem—the car felt secondary to the event’s overblown theatrics, which were supposed to redefine Jaguar’s identity but missed the mark.

The real frustration lies in the branding and marketing surrounding this launch. It felt… off-brand. Jaguar has always been synonymous with effortless sophistication—timeless luxury wrapped in performance. But the event leaned so hard into gimmicky, buzzword-laden showmanship that it cheapened the experience. It’s as if Jaguar wanted to be everything to everyone, instead of leaning into its unique DNA.

Here’s the kicker: the person unveiling this supposedly game-changing product line wasn’t the CEO, an engineer, or a driver—it was the Creative Director. Now, don’t get me wrong, I respect the role of a CD immensely (it’s my own background, after all). Creative Directors are crucial to shaping a brand’s story, especially during a pivot. But putting them front and center for such a seismic moment felt odd—almost like Jaguar itself isn’t confident about what it’s selling.

This decision gives me an uneasy vibe, as if the brand is relying more on a creative persona than on the strength of its product. That’s dangerous ground for a company with a legacy as rich as Jaguar’s. When a product is truly innovative, it speaks for itself—you don’t need to overcompensate with fluff.

Despite my misgivings, I have to admit: the car does look good. It’s not groundbreaking, but it’s undeniably Jaguar in its design. That said, Jaguar’s future feels like it’s teetering on a tightrope between chasing trends and staying true to its core. For now, I’m left wondering whether this new direction is the evolution of a classic or just another brand trying too hard to reinvent itself.

Time will tell, but Jaguar’s next steps need to be bold and authentic. If they can find that balance, they might just reclaim their magic.

Launch Day – 7:27 PM CST.

Launch Day – 6:50 PM CST.

A message from JLR CEO –

As JLR continues to deliver a robust financial performance, our strong foundations enable us to invest for the future and progress our Reimagine strategy.​
​
Today we get a glimpse of how that investment is coming to life through the reimagination of Jaguar as it embraces a new era.​
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As is expected of Jaguar, Type 00 is bold. It is original. It copies nothing.​
​
The long bonnet, sweeping roofline and fastback profile are details that to me, recapture the emotion and magic that I felt when I sat behind the wheel of an E-type for the first time. It is this magic that the team is bringing to life through the dramatic reimagining of the brand and the beautiful Jaguars to come. ​
​
This is Jaguar. Our original British luxury brand, unmatched in its heritage, artistry and magnetism. We hope current fans will join us on this exciting journey as we also look to inspire a new generation. I am confident it will be a British design icon.​
​

Launch Day – 4:45 PM CST.

Jaguar’s Rebrand: Copy Nothing (Except What Everyone Recognizes)

Jaguar’s new rebrand boldly claims to “copy nothing,” but the execution tells a different story. Let’s start with the choice of pink for a Jaguar—a decision that feels more like an unintentional homage to the Pink Panther than a statement of originality. While pink isn’t inherently wrong for a luxury brand, it demands a razor-sharp context. For Jaguar, a name synonymous with sleek aggression and poised sophistication, the color choice comes off as cheeky at best and jarringly off-brand at worst. It’s as if they wanted to be bold but lost sight of whether the move reinforced or diluted their identity.

Copy Nothing? Really?

Jaguar’s claim to “copy nothing” is a clever tagline—but one that struggles under scrutiny. The campaign heavily borrows the shadowy, rebellious vibes of Apple’s iconic “1984” commercial, complete with the same anti-establishment undertones. The problem? Apple’s ad was groundbreaking because it positioned a product as the antidote to conformity. Jaguar is a luxury automotive brand, not a Silicon Valley disruptor. The attempt to echo Apple’s energy feels more like a borrowed costume than a natural fit for the brand’s DNA.

And let’s not overlook the elephant—or Rolls-Royce—in the room. From the refined simplicity of their design language to a certain minimalist elegance, Jaguar’s new aesthetic bears more than a passing resemblance to Rolls-Royce’s latest models. “Copy nothing” starts to sound a little ironic when the product itself seems to lean heavily on cues from a direct competitor. Imitation isn’t a bad thing when it’s done right, but it undermines the “we’re different” claim they’re staking their future on.

A Missed Opportunity

Jaguar’s heritage is a treasure trove of iconic moments, from its legendary racing success to its sleek, unmistakable designs. Yet, instead of finding a modern way to amplify that legacy, this rebrand feels scattered—trying too hard to chase trends rather than setting them. Originality doesn’t mean ignoring what came before; it means building on it in a way that only you can. Pink panthers and borrowed ideas aren’t going to cut it for a brand that should own boldness, sophistication, and timeless luxury.

It’s not too late for Jaguar to find its voice. But first, it needs to ask itself: are we chasing cool, or are we leading the pack? Right now, the answer seems unclear.

Launch Day – 4:36 PM CST.

Jaguar’s Rebrand: The Roar That’s Dividing the Room

Jaguar’s recent rebrand has sparked plenty of chatter, but not exactly the kind that fuels admiration. Responses so far can be summed up in two distinct camps:

  1. The Critics Who Aren’t Convinced
    This group, made up largely of automotive and marketing enthusiasts, isn’t buying what Jaguar is selling. Some are lamenting what feels like a departure from the brand’s iconic heritage, while others see the rebrand as missing the mark for luxury or innovation. Instead of elevating Jaguar’s image, they argue, the rebrand seems to have taken a detour into the generic.
  2. The Contrarians and Opportunists
    On the flip side, there’s a vocal segment of people defending the rebrand—not necessarily because they love it, but because they’re zigging where others are zagging. Mixed into this group are opportunists pitching themselves as problem-solvers for Jaguar’s leadership. Whether they genuinely believe in the rebrand or are angling for a shot at future projects, their enthusiasm feels more strategic than heartfelt.

While the buzz shows Jaguar is still a brand worth talking about, the lack of a unified positive response suggests this rebrand isn’t quite firing on all cylinders. For a company with Jaguar’s legacy, the stakes are high—let’s see if this rebrand’s polarizing reception leads to any course corrections or just becomes another chapter in their evolving story.

Launch Day – 1:32 PM CST.

It’s hard to tell if the photos leaked below are real or not.  Nobody from Jaguar has responded.  Quite frankly, they look like bad models from a 1990’s computer game.  If this is what Jaguar has really released, they need to evaluate what business they are in.  As a car person, who ran a car company, this is absolute garbage.  I say that with the deepest respect and hope that it’s just meant to generate buzz.  Bad buzz is not good buzz, no matter what anyone says.

Here’s the most recent concept car releases on cochespias.net:

Launch Day – 10:25 AM CST.

Jaguar is set to unveil its Design Vision Concept today at Miami Art Week, marking a significant step in its transformation into an all-electric luxury brand. This concept car previews a four-door grand tourer, the first in Jaguar’s new lineup, expected to offer over 400 miles of range and priced around £130,000.

Auto Express

The rebranding has sparked controversy, with critics labeling it as ‘woke’ due to promotional materials featuring androgynous models and a new logo design. Jaguar’s managing director, Rawdon Glover, defends the strategy, emphasizing the need to distinguish Jaguar from traditional automotive brands and attract a wealthier customer base.

New York Post

Leaked images of the Design Vision Concept reveal a bold pink exterior, stirring further debate among enthusiasts and industry experts.  We’re not sure if these are real.  We hope not.  It’s really bad rendering if it is.

Wired

The official reveal is scheduled for 8:00 PM EST, where more details about Jaguar’s future direction are anticipated.

Twitter Conversations

Audio Podcast Updates

Sneak Preview Week

We took Jaguar’s reimagined ad and reimagined it ourselves—not to outshine their creative team, but to explore what might resonate more with their audience. The response has been overwhelmingly positive, not because we crafted something extraordinary, but because it seems people are craving something different than what Jaguar delivered. It’s less about our execution and more about the underlying hunger for a message that feels authentic, connected, and less polarizing than their current direction.

Read My Original Critique

 

Re-Imagined Campaign

I spent a couple hours on the launch day fuming.  So rather than just hate on what Jaguar had released, I did some re-imaginging myself.  It’s not perfect, but it cost $50 million less and was done in about 4 hours.

View My Re-Imagination

 

Final Thoughts

As the day wraps up, one thing will be clear: Jaguar’s rebrand and unveiling will have sparked a storm of reactions—some celebrating bold moves, others questioning their choices. Whether you see this as a step into the future or a stumble into confusion, it’s undeniable that Jaguar has captured attention.

For a legacy brand navigating reinvention, the road is never smooth. Today has shown us the power of perception, the weight of legacy, and the high stakes of daring to do something different. Time will tell if this marks the beginning of a new golden era for Jaguar or a lesson in what not to do.

Thanks for joining me on this journey. If nothing else, it’s been an exhilarating ride—just like a Jaguar should be.

Why I Love Conspiracy Theories (Even If I Don’t Believe Them)

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Let me start by saying this: I don’t actually believe most conspiracy theories. That’s not what draws me in. What I find fascinating about them is the sheer creativity—the way they challenge the obvious and spin alternate realities that feel like mental mazes. It’s like looking at the world through a kaleidoscope where every twist reveals a new pattern, even if you know deep down it’s just light bending a certain way.

For me, conspiracy theories are less about truth and more about the “what ifs.” What if there was something bigger going on behind the scenes? What if that strange, unrelated event wasn’t a coincidence? It’s not that I’m putting stock in these ideas, but I love the mental exercise of exploring them. People have this incredible ability to take a handful of random facts—or even just rumors—and weave them into complex, often wildly imaginative stories. I can’t help but appreciate the creativity and effort behind that, even if the premise itself is far-fetched.

Take something like the moon landing hoax theory. Do I believe it? Not for a second. But I’m intrigued by the questions people ask to support their case. Why were there no stars in the photos? How did the flag wave with no wind? It’s not the answers that hook me—it’s the act of questioning. It’s the challenge to conventional thinking, the audacity to say, “What if the entire world has been fooled?” There’s a rebellious spark in that line of thinking, and I find it kind of thrilling, even when I know it’s baseless.

I think conspiracy theories resonate with something deeper in human nature: our desire for stories and meaning. Life is messy, random, and often hard to make sense of. Conspiracies offer a tidy explanation for the chaos, even if it’s pure fiction. They make people feel like they’ve uncovered a secret truth, like they’re one step ahead of the crowd. And while that can lead to dangerous places when taken too seriously, it’s also a fascinating reflection of how our minds work. We crave connection, patterns, and purpose—even if we have to invent them.

For me, dipping into the world of conspiracy theories is a form of mental play. It’s like reading a really engrossing sci-fi novel or watching a thriller with an over-the-top plot twist. I don’t have to buy into it to enjoy the ride. It’s the exploration that keeps me coming back—the idea that, for just a moment, I can imagine a world where nothing is as it seems.

So no, I’m not stocking up on tinfoil hats or digging a bunker in my backyard. But I’ll happily spend an evening watching a documentary on the flat earth movement or scrolling through forums debating Bigfoot sightings. Not because I believe, but because it’s fun to wonder. What if?

The Story Behind My Favorite Photo: Mia Gonzalez and the Power of 3D Printing

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Sometimes, a photo becomes more than just an image—it becomes a story, a moment of triumph, and a symbol of what’s possible when technology and humanity come together. One of my favorite photos is of Mia Gonzalez, a young girl who unknowingly became the face of life-saving innovation through a Stratasys case study. Her story, and the role of 3D printing in her life, still resonates deeply with me.

Mia was born with a complex congenital condition that required delicate, high-stakes surgery. Her surgeon faced a challenge that many in their field encounter: traditional imaging methods like MRIs and CT scans can only provide so much clarity. They’re flat, abstract, and leave much to interpretation when trying to understand the intricate, three-dimensional anatomy of a patient like Mia. For her surgeon, precision was non-negotiable. Any mistake could have life-altering consequences.

That’s where 3D printing came in.

Using Stratasys’ advanced 3D printing technology, the surgical team created an exact replica of Mia’s anatomy—a life-sized, tangible model of her heart and surrounding structures. For the first time, her surgeon could hold a perfect representation of the challenge ahead, exploring it from every angle and rehearsing the procedure with unparalleled accuracy. This wasn’t just about visualizing the surgery; it was about walking into the operating room fully prepared, confident, and equipped with an almost tactile familiarity of what they would encounter.

The day of Mia’s surgery came, and her surgeon’s preparation paid off. The operation was a success, and Mia’s recovery was a testament to the incredible partnership between cutting-edge technology and medical expertise. That 3D-printed model didn’t just save time in the operating room; it gave Mia a chance at a healthier, fuller life.

The photo I captured—Mia smiling brightly, her energy and spirit radiating—was taken just months after her surgery. It’s not just a picture of a child; it’s a visual representation of hope and progress. Whenever I look at it, I think about the countless people like Mia who will benefit from innovations like 3D printing in the years to come. Her story reminds me why I love what I do—because every once in a while, you get to be part of something bigger than yourself.

Building AVIV Vodka: A Decade of Purpose and Partnership

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A little over a decade ago, I began working on AVIV 613 Vodka. At the time, it wasn’t clear what the journey would look like, but one thing was certain—we weren’t creating just another vodka. This was something different: a product with roots in the land of Israel, shaped by a vision for more than luxury. It was a project born from purpose, and that purpose drove everything we did.

I met Marc Grossfield, AVIV’s founder, early in this process. From the start, it was clear his vision wasn’t about launching a product to fill shelves. He wanted to create something that meant something. Marc believed vodka could carry a message of joy and resilience. Working with him meant learning how to channel that vision into every aspect of the brand.

Learning to Collaborate

Marc had big ideas, and working with him was both inspiring and a challenge. He’s a perfectionist, deeply committed to everything AVIV represents. Early on, I realized that this wasn’t going to be about executing a plan—it was about building something together.

Our conversations often pushed me to think differently. Marc would talk about the spiritual significance behind AVIV—the seven ingredients, the triangular bottle, and the messages engraved on each one. He’d say, “We’re not just selling vodka; we’re creating a reason to celebrate life.” It wasn’t just words. Every decision reflected that commitment.

Learning to work together took time. Marc’s vision was precise, and he demanded that every detail—every note of flavor, every design element—reflect what AVIV stood for. I had to adapt, learn how to align my ideas with his, and figure out how to take his vision and make it tangible. Over time, we found a rhythm, and that collaboration became one of the most rewarding parts of the process.

Turning a Vision into Reality

AVIV isn’t a product you create by accident. It’s vodka distilled from seven ingredients, each one chosen for its cultural and symbolic value. The process to perfect the blend took years. Marc and our master distiller, Yossi Gold, spent countless hours refining it—balancing flavors, testing filtration methods, and ensuring the spirit carried the essence of what they wanted to create.

Meanwhile, my role was to help bring this story to life in a way people could understand and connect with. It wasn’t easy. The spirits industry is competitive, and launching a luxury vodka with such a unique story was an uphill climb. We had to balance creativity with practicality, ensuring the message resonated without losing the integrity of the brand.

The design of the bottle was another major piece. The triangular shape reflects the journey of life—starting unbalanced at the base and narrowing toward harmony at the top. Working on that design was a learning experience in itself, but it was worth the effort. The finished bottle captures everything AVIV represents.

Building Something That Matters

The most challenging moments often taught us the most. Whether it was figuring out how to navigate production challenges or adapting during a pandemic, every obstacle forced us to refocus on why we were doing this.

Marc and I often talked about the role of gratitude in AVIV’s story. He’d remind me that this vodka wasn’t just about the product inside—it was about encouraging people to take a moment, raise a glass, and celebrate something good in their lives. It’s easy to lose sight of that kind of purpose in a crowded industry. But Marc never let that happen. He held us accountable to the brand’s mission.

Looking Back

Working with Marc to build AVIV has been one of the most meaningful experiences of my career. It wasn’t always smooth, but it was always purposeful. I’ve learned to appreciate not just what we created, but how we created it—with intention, care, and a belief that even something as simple as vodka can make people reflect on the good in their lives.

This isn’t just a brand to me. It’s a reminder of what can happen when people work together with a shared purpose. I’m proud of what AVIV has become, and I’m grateful for the lessons learned along the way. Marc’s vision shaped this brand, but it also shaped me. And for that, I’ll always be thankful.

Jaguar Rebrand: Still Angry, But At Least I’m Not Alone

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After spending the night tossing and turning over Jaguar’s new branding campaign, I did what any frustrated car lover would do: I dove into the online discussions. What I found didn’t ease my frustration, but it did make me feel less alone. People across automotive forums and social media are echoing my thoughts—this rebrand has left us confused, and in some cases, downright angry.

Here is Part One of My Brand Therapy Discussion on the Jaguar Rebrand.

Lulu Chengervey from Rostra PR called the campaign “disastrous,” and I can’t help but agree. She nailed it when she said Jaguar should focus on showcasing innovation and engineering. Instead, the campaign feels more like a trendy lifestyle ad for a “vegan smoothie company” (as one commenter put it) than a celebration of one of the most iconic car brands in history. Even more frustrating is Gerry McGovern’s defense of the rebrand, claiming it’s meant to “recapture the essence of Jaguar.” Recapture it for whom? Because as a long-time Jaguar fan, this campaign feels less like a revival and more like a betrayal.

The Jaguar Brand That Ran Away

What’s clear is that Jaguar is running away from its legacy. Maybe they feel they need to, given that their EV lineup hasn’t captured the hearts of their traditional audience. I get the sense that they’re trying to bulldoze the past, hoping to build something entirely new. But as several commentators pointed out, the new audience they’re chasing—young, trend-conscious, diversity-forward—isn’t the one that’s buying $100,000 electric luxury cars. One Redditor put it perfectly: this campaign feels like something out of The Devil Wears Prada, where if you don’t “get it,” you’re considered unworthy. But does that exclusivity align with Jaguar’s supposed goal of inclusivity and modernization? I’m confused.

And maybe that’s exactly what Jaguar wants—to polarize, to provoke discussion. If the measure of success is attention, then sure, this campaign is “bold.” But bold doesn’t always mean smart. Bold doesn’t sell cars. As another user pointed out, Jaguar’s global sales have plummeted, and only 10-15% of their current owners are expected to stick with the brand. Bold doesn’t matter if your audience leaves.

Gremlins, Legacy, and Running from the Past

For decades, Jaguars were known for their quirks—particularly the infamous electrical problems that enthusiasts and mechanics affectionately (or not so affectionately) referred to as “gremlins.” It was almost a rite of passage in the automotive world to own a Jaguar with a few “personality traits.” Sure, it was frustrating at times, but those quirks became part of the car’s charm, a testament to the brand’s unapologetic focus on design, performance, and luxury over perfection.

Now, with this rebrand, it feels like Jaguar is saying: “Old Jaguar? I don’t even know her.” By distancing itself so dramatically from its heritage, Jaguar seems determined to erase its past entirely, shedding not only the “gremlins” but also the legacy of what made the brand iconic. It’s as if the new Jaguar is running at full speed, eating its own legacy like a predator devouring its prey on the African savannah—a visceral, dramatic act that leaves nothing behind.

But here’s the thing: for all their flaws, those classic Jaguars had soul. They had character. They represented a boldness and a craftsmanship that people were willing to overlook the occasional gremlin for. This rebrand, however, feels soulless in comparison, a sterile attempt to reinvent the brand by turning away from everything that once made it aspirational. It’s hard not to wonder if Jaguar is abandoning its past simply because it’s easier to forget it than to build upon it. In doing so, they risk losing not just the “gremlins” but the loyalty of those who loved the brand despite—or even because of—them.

Willing to See How the Jaguar Brand Plays Out

What keeps me awake is the question of whether this is all intentional. Did Jaguar’s leadership knowingly abandon their legacy in the hope of building a new one, or did they just lose the plot? Either way, I can’t shake the feeling that this campaign isn’t about cars at all. It’s about manufacturing a brand identity so disconnected from Jaguar’s history that they may as well have started from scratch. Maybe they should have.

I’ve loved Jaguar for years because it was aspirational in all the right ways—timeless, refined, powerful. This campaign feels like it’s aspiring to something shallow and fleeting. So, no, reading the discourse didn’t make me feel better. But at least I know I’m not the only one who thinks Jaguar has lost its way.

Filling the Void: Reimagining Jaguar’s Brand Assets

Jaguar’s rebrand launch left us with little to grasp onto—just a handful of peculiar video frame captures that feel more like abstract art experiments than a coherent identity. With promises of “more to come,” it’s hard not to wonder if even Jaguar is unsure of where they’re heading. So, in the spirit of constructive critique, I’ve taken a stab at creating some brand assets that actually connect to the essence of Jaguar—or at least what it used to be.