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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.​
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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.​
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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. ​
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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.​
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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.

Jaguar: What Was the Brief?!

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As a creative director—and a long-time Jaguar owner—I can’t help but ask: What was the brief that led to this campaign? Seriously, I’m baffled. Automobile marketing is supposed to do one thing above all else: put the audience in the driver’s seat. It’s meant to let them feel the leather, hear the engine purr, imagine themselves pulling up somewhere—living the aspirational life they crave. This campaign does none of that.

Instead of evoking the luxury, refinement, and raw power that defines Jaguar, we’re given a series of abstract visuals of avant-garde models in vibrant makeup and bold clothing, coupled with slogans like “Delete Ordinary” and “Live Vivid.” It feels like a bizarre attempt to mimic Dior or Louis Vuitton, but here’s the thing—those brands don’t make cars. Jaguar does. And yet, there isn’t a single car in sight.

UPDATE: I didn’t want to just critique the recent Jaguar rebrand—I wanted to explore the challenge myself. What if the campaign truly honored Jaguar’s legacy while embracing its future? Instead of focusing on what missed the mark, I decided to create the rebrand I wish they had launched. Here’s what I came up with.  View my exploration here.

I have to wonder: Who is this campaign even for? Because it’s not for me—and I’m Jaguar’s core demographic. I’ve owned Jaguars, I’m considering another one, and I’m someone who values the heritage, the engineering, the unmistakable British elegance of the brand. But this campaign makes me feel like Jaguar isn’t interested in selling cars anymore. It’s trying to sell…what? A vague concept? A lifestyle that seems more Gen Z influencer than sophisticated driver? It’s confusing and alienating, especially for loyalists who have kept Jaguar on their shortlists for decades.

Automobile marketing is aspirational. It’s supposed to let me dream of driving through the countryside in a sleek F-Type or arriving at a gala in an XJ with the confidence that only a Jaguar can give. Instead, I’m left wondering if the agency responsible simply forgot that Jaguar is a car company. The tagline, “A seismic change is coming,” is right—but I suspect it’s more about the impending agency review than a revolution in luxury electric vehicles.

I appreciate the intent to reposition Jaguar as an ultra-luxury brand, but there’s a way to modernize without erasing what makes a brand iconic. This campaign seems to have “deleted” more than the ordinary—it’s deleted Jaguar’s soul. Jaguar’s legacy is about performance, craftsmanship, and a lifestyle of quiet confidence. This campaign doesn’t deliver any of that.

As someone who loves Jaguar, this campaign doesn’t just disappoint me—it concerns me. If this is how they’re selling the brand now, are they even interested in selling cars anymore? I hope the next round of creative gets back to what Jaguar does best: making drivers fall in love with driving. Because if not, I might be shopping elsewhere for my next ride.

For those curious, here’s the campaign: Jaguar – Copy Nothing. Let me know—am I being too harsh, or does this feel like a major misstep for a brand we all used to love?

Let me continue my angry old Creative Director rant.  I’m sorry, I’m just grumpy at this point ….

A Brand Should Be as Unique as the Company It Represents

This campaign feels more like an exercise in abstract branding than a celebration of cars, and unfortunately, it’s a brand identity that could belong to anyone—except Jaguar. The vibrant visuals, cryptic slogans, and avant-garde styling lack any meaningful connection to the elegance, performance, and legacy that define Jaguar. By focusing on vague lifestyle cues rather than the vehicles that made the brand iconic, this effort risks making Jaguar unrecognizable to the loyalists who have always seen it as more than just a name—it’s a symbol of automotive excellence.

The Reverse Creative Brief

After days of puzzling over Jaguar’s latest rebrand, I decided to reverse-engineer the creative brief to uncover how we possibly arrived at this point. What kind of goals, insights, or sheer madness could lead to a campaign that feels so disconnected from the brand’s legacy? By piecing together the slogans, visuals, and abstract concepts, I tried to trace the logic—or lack thereof—back to its origins. What I found was a jumble of conflicting intentions: an attempt to erase the past, chase fleeting trends, and appeal to an audience that doesn’t even seem interested in owning a car. It’s like staring into a riddle with no answer, except the punchline is Jaguar’s reputation.

View It Here Online

 

 

 

 

And just a final note for those keeping score on the “Copy Nothing” idea .. I feel like I’ve seen this before, but for a company that made sense:

And let’s not forget this …

Copy Nothing … Well, almost Nothing

The irony is almost painful: a campaign built around the tagline “Copy Nothing” blatantly recreates one of the most iconic ads of all time—Apple’s 1984. If this was intentional, it’s a hollow and uninspired attempt to borrow brilliance instead of creating it. If they didn’t realize they were copying, it’s an even bigger failure—a tone-deaf misstep that screams creative laziness. Either way, it undermines the entire premise of the campaign and turns the brand into a punchline rather than a visionary. Jaguar isn’t supposed to follow in anyone’s footsteps, least of all stumble so obviously into someone else’s shadow.

A Legacy at Odds with a New Vision

Jaguar’s DNA has always been about the journey—the sense of freedom that comes with luxury and performance. The shift to electric, while commendable in addressing environmental concerns, seems antithetical to this heritage. Electric vehicles (EVs) currently face significant limitations, particularly when it comes to range and the global charging infrastructure. For a brand like Jaguar, traditionally celebrated for grand touring and long-distance driving, becoming synonymous with short-range “city cars” could dilute its aspirational image. Instead of evoking open-road adventures, Jaguar risks becoming a brand associated with “15-minute cities” and constrained urban mobility.

Jaguar’s Electric Gamble: Has the Brand Lost Its Soul?

As someone who has lived and breathed British automotive heritage—owning Land Rovers, running a restoration company dedicated to Vintage Defenders, and admiring Jaguar from the driver’s seat—I can’t help but feel deeply conflicted about Jaguar’s new direction. This brand isn’t just a name; it’s a legacy of craftsmanship, adventure, and innovation. It’s in my blood. But as Jaguar pivots to an all-electric future, I find myself wondering: is this the beginning of a bold new chapter, or the end of everything that made Jaguar extraordinary?

From Open Roads to Charging Stations

Jaguar, to me, has always symbolized the wonder of the open road. Their cars didn’t just transport you—they transformed you, offering the perfect marriage of power, refinement, and elegance. Whether you were navigating winding countryside roads or arriving at a black-tie gala, a Jaguar made you feel like you’d arrived in more ways than one.

Now, with the push to go fully electric by 2025, Jaguar risks trading this legacy for something… smaller. Electric cars may be the future, but that future isn’t here yet—not for everyone, not everywhere. The global charging infrastructure simply isn’t ready to support the kind of seamless, go-anywhere experience that Jaguar has always promised. Instead of freedom, this transition feels like a move toward restriction. No longer the champion of the open road, Jaguar could become just another “city car” brand, built for short commutes and limited range. That’s not the Jaguar I fell in love with.

What’s the Rush?

This rapid timeline for full electrification also feels rushed. Yes, environmental responsibility is vital, but Jaguar seems to be leaping into the deep end without ensuring it can swim. Tesla has spent years perfecting its infrastructure and technology, building an ecosystem that supports its vehicles. Jaguar, on the other hand, is a relative newcomer to the EV game, and it’s diving headfirst into a fiercely competitive market dominated by players with far more experience.

Would it not have made more sense to take a gradual approach? To introduce hybrids that blend electric innovation with the performance and range that Jaguar’s loyal customers expect? Instead, they’re going all in, seemingly betting the farm on a future that may take years—or even decades—to fully materialize.

A Disconnect from the Heart of the Brand

As a former bespoke vehicle company owner, I’ve spent countless hours immersed in the stories and designs of British automotive icons. What always stood out about Jaguar, and Land Rover for that matter, was their soul. These brands carried a sense of purpose—a connection to their heritage that made you feel like you weren’t just buying a car, but a piece of history.

This new campaign, though, feels disconnected. The absence of cars in the initial marketing rollout says it all. Instead of showcasing the beautiful, aspirational vehicles that define Jaguar, the campaign focuses on abstract slogans and fashion-forward visuals that could belong to any luxury lifestyle brand. Jaguar’s identity is built on its cars—their design, performance, and presence. By sidelining them, the brand risks alienating the people who love it most. People like me.

A Heritage Worth Protecting

Jaguar has always been aspirational, not trendy. It has never needed to chase its audience because its excellence spoke for itself. And while I understand the desire to modernize and compete with ultra-luxury brands like Dior or Louis Vuitton, Jaguar is not those brands. Its legacy isn’t in avant-garde slogans or strikethrough logos; it’s in the visceral connection between driver and machine.

The brand’s shift to EVs isn’t just a change in powertrains—it’s a seismic change in identity. Jaguar’s iconic engine sounds, the feeling of a V8 growl under the hood, the effortless way its cars glide down the road—all of that risks being lost in silence. Will an all-electric Jaguar be able to stir the same passion? Right now, I’m not convinced.

Holding Out Hope

Despite my reservations, I want Jaguar to succeed. This brand has been a part of my life, my career, and my soul. I want to believe that Jaguar can navigate this transition without losing what makes it special. But to do so, it needs to balance innovation with tradition. It needs to honor its heritage while embracing the future—not erase it.

As someone who’s restored British automotive icons to their former glory, I know the value of preserving a brand’s essence. Jaguar, if you’re listening, don’t lose what makes you extraordinary. Electrify, evolve, innovate—but remember where you came from and who got you here. The road ahead is long, and I hope Jaguar is still the car that makes us want to drive it.

About the Agency Behind the Campaign

The controversial new Jaguar campaign was created by Spark44, a long-standing creative partner for Jaguar Land Rover. Founded in 2011 as a unique 50:50 joint venture between Jaguar Land Rover and the agency’s management, Spark44 was built to provide dedicated, integrated services for Jaguar on a global scale. The agency has been responsible for some of Jaguar’s most recognizable content, managing brand delivery across all media channels.

In 2021, Jaguar Land Rover expanded its marketing capabilities by partnering Spark44 with Accenture, a global leader in digital transformation and strategy. The goal was to combine Spark44’s deep understanding of the Jaguar brand with Accenture’s cutting-edge digital expertise. Together, they aimed to create campaigns that align with Jaguar’s strategic shift toward ultra-luxury electric vehicles.

 

The Power of “We” in Presenting Creative Work

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Presenting creative work is a collaborative team effort. Presenting from the “We” approach not only ensures that clients understand the breadth and depth of contributions from the entire team, but also fosters an environment where all members of the team share responsibility, be it for success or failure.

Over the years, running agencies and leading creative teams has taught me many invaluable lessons. One of the most important lesson involves presenting creative work as a collective effort—always as a “We,” never as an “I.” This is not just a matter of semantics; it’s a principle that has shaped my approach to leadership, collaboration, and client relationships. Through decades of managing teams and interacting with clients, I’ve come to believe that this philosophy is important for both fostering internal cohesion and building long-term success.

Furthermore, by emphasizing collective effort, agencies protect themselves from concentrating praise or blame on a single individual, which can skew perceptions, damage morale, and distort the reality of the creative process.

The Importance of Team Dynamics in Creative Work

Marketing and advertising are inherently collaborative disciplines. The process of bringing a campaign to life involves multiple layers of strategy, creativity, production, and execution. Rarely, if ever, does a successful campaign emerge from the mind of one individual. Instead, it is shaped and refined by contributions from strategists, designers, copywriters, media planners, and project managers, among others.

Rosser Reeves, one of the great advertising minds of the 20th century, acknowledged the team aspect in his work, stating that “I alone did not write this book. It was written by a body of dedicated men and women”​. This sentiment holds true across the creative industries: individual brilliance may spark an idea, but it is the collective effort that refines it into something great.

Accountability and Shared Responsibility

When creative work is presented from a “We” perspective, it helps distribute both the credit for success and the responsibility for failure across the entire team. This is not just about protecting individuals from blame; it ensures a more realistic appraisal of the complex processes that lead to an outcome. As Reeves argues in Reality in Advertising, “Advertising is only one of many factors that can cause sales to rise or fall”​. Similarly, the success or failure of a marketing campaign can be attributed to a multitude of interconnected factors. By framing it as a team effort, the focus shifts to improving overall processes rather than assigning individual blame.

Neil McElroy, a pioneer in brand management, emphasized the importance of team dynamics in his famous 1931 memo: he called for the creation of brand management teams, acknowledging that the success of a brand depended on the contributions of various individuals working toward a common goal​. This call for teamwork extends to how creative work should be presented to clients.

Lesson 1: Creativity Is a Team Sport

Early in my career, I learned that no piece of creative work is truly the product of a single person. Sure, someone might have the initial spark of an idea, but it’s the collaboration of many minds that transforms that spark into something meaningful and impactful. Whether it’s a strategist’s insight, a designer’s flair, or a project manager’s organization, every piece of the puzzle is essential. Presenting creative work from a “We” perspective underscores this reality.

I’ve seen too many situations where someone—whether it’s a creative director or a junior team member—was either unfairly praised or blamed for an entire project. It didn’t take long for me to realize that this not only distorts the truth but also erodes team morale. Over time, I adopted the mindset that I wasn’t just leading a collection of individuals; I was guiding a creative ecosystem where each part plays a vital role. If the project succeeds, it’s because we succeeded together; if it fails, we all share responsibility and learn from it.

Lesson 2: Shared Responsibility Prevents Burnout and Egos

One of the more subtle benefits of the “We” approach is that it helps keep egos in check while preventing burnout. In the early days of running an agency, I sometimes saw individuals take on too much, trying to be the star or feel the weight of the entire project on their shoulders. This is an unsustainable model. When someone shoulders all the credit or blame, it sets them—and the team—up for failure in the long run. It took a few of these experiences for me to realize that shared responsibility fosters a healthier work environment.

Neil McElroy, in his famous memo on brand management, advocated for creating teams that could take ownership of a project without placing the burden on any one person​. I found this advice invaluable as I built teams over the years. By emphasizing that we succeed or fail as a unit, I helped create a culture where people supported each other, knowing that their contributions were valued and recognized.

Lesson 3: Clients Trust Teams, Not Solo Acts

From a client’s perspective, understanding that an entire team is behind a project builds trust and confidence. It tells them that the agency they hired is resilient, capable, and has a diverse range of talents working toward their goals. I’ve sat in countless meetings where clients were visibly reassured to know that multiple experts—not just a single creative mind—had worked on their campaign. They knew they were getting a well-rounded, thought-out solution, not the brainchild of one person.

In my experience, presenting a unified front strengthens the client relationship. I’ve seen what happens when clients believe all the ideas come from one person—they tend to hold that individual responsible for every outcome, good or bad. But when you reinforce that the work is a collaborative effort, clients are more likely to appreciate the process and the depth of thought that has gone into it. This also means that when challenges arise, the team can tackle them collectively rather than relying on one person to fix everything.

Lesson 4: The Creative Process Is Messy—And That’s Okay

As someone who has spent years immersed in creative processes, I’ve learned that they are rarely linear. Ideas bounce around, evolve, and are shaped by numerous hands and minds. When you present work as a solo effort, you hide the messy—and essential—nature of creativity. But when you present work as a product of the team, you allow for a more realistic understanding of how ideas are born and refined.

I’ve found that acknowledging the collective effort also helps manage client expectations. It conveys that creativity is a process, not an instant act of brilliance. I’ve often referred back to this idea in meetings, reminding clients that what they see is the result of a collaborative effort that includes not just the “big idea” but also the practical aspects of bringing it to life—logistics, execution, revisions. It demystifies the process in a way that ultimately builds trust.

Lesson 5: “We” Fosters Long-Term Success

As I reflect on my years of leading creative teams, I’ve come to see that the “We” approach fosters long-term success, both within the agency and with clients. Internally, it creates a more supportive, collaborative culture where people feel valued for their contributions. Externally, it builds stronger client relationships because clients see the agency as a cohesive unit, capable of delivering thoughtful, well-rounded solutions.

I’ve always believed that the best work happens when people feel part of something larger than themselves. This perspective aligns with what marketing guru Wally Olins wrote about the need for brands to foster human connections​. The same applies to creative teams—when they feel connected to each other and to the project, the work is always better.

Key Takeaways

  • Creative work in marketing and advertising should always be presented from a “We” perspective to reflect the collaborative nature of the process.
  • A collective approach distributes credit and blame fairly, preventing individual team members from being singled out.
  • Clients gain confidence from knowing that a team of experts, not just one individual, is working on their behalf.
  • Presenting work as a team effort helps foster a culture of inclusion and collaboration within the agency, leading to better outcomes.

My Mind-Blowing Experience with ChatGPT’s New Voice Model

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I’ve always been intrigued by AI, especially the growing capabilities of language models like ChatGPT. They’ve been fun to play around with, helpful at times, but more often a source of curiosity than anything world-changing. But recently, I encountered something that took me from being entertained to being downright stunned—the new ChatGPT voice model.

This isn’t just another step in AI development. It’s a full-on “HER” moment—the kind of experience that takes a leap beyond the screen and gets you thinking deeply about the future. Over the last hour, I found myself having what felt like a real conversation with AI, one that didn’t just mimic human interaction but captured the flow and nuance of writing in a way I hadn’t seen before.

And that, right there, is the big shift.

A New Type of Writing Partner

Let’s be clear: this isn’t about ChatGPT suddenly taking over all of my writing. It’s not about handing over the reins and saying, “Okay, AI, you do all the work.” What’s truly exciting—and a little terrifying—is that this tool has now become the ultimate research partner, a co-writer that can assist at lightning speed, with access to the vast expanse of human knowledge.

Imagine having a conversation with someone who knows everything ever written but still leaves the final decisions to you. It speeds up the process of thinking, structuring, and writing in ways I never thought possible. And while the software is still a little glitchy here and there (it’s not perfect, and that’s okay), what we’re witnessing is an evolutionary leap—both in the technology itself and in how we, as humans, will engage with information, creativity, and productivity.

More Than a Gimmick

In previous iterations, AI was often seen as a cool gimmick—a flashy tool that could help you generate ideas but wasn’t a replacement for the real deal. That view is quickly becoming outdated. This is no longer a novelty, not just a toy for experimenting with quirky conversations. It’s becoming an integral part of how we write, how we think, and how we’ll solve problems going forward.

And that’s where things get exciting—and a little scary. There’s something almost unnerving about the way these models have evolved. It’s not just about convenience; it’s about altering the way we engage with our work. When you start having conversations with an AI that feel less like commands and more like collaboration, you begin to realize just how much the game has changed.

The Responsibility of Using AI

But as with any powerful tool, there’s a responsibility to think about how we’re going to use this. AI isn’t a magic wand that will take over the hard stuff for us. At the end of the day, it’s still math—a series of algorithms designed to mimic writing and conversation. It doesn’t know what it’s saying. It doesn’t understand meaning the way we do. And that means we’re still in control.

This technology can help eliminate those frustrating gaps in research, streamline the writing process, and give us back precious time to focus on the creative and strategic parts of our work. But as we move forward, we have to remember that the final decisions still rest with us. We are the ones guiding the conversation, shaping the ideas, and ensuring the integrity of what’s being created.

Think of it like this: we are the ultimate player controllers, guiding the AI through a game of knowledge and creativity. It can go far, it can speed up the journey, but it’s still the human element that makes the final call.

The Future of Creativity with AI

So, where does that leave us? In a place of both great excitement and a touch of fear. Yes, this new voice model will fundamentally change how we approach writing, research, and collaboration. It will give us more time to think, create, and execute ideas that we might not have had the bandwidth for before. But it also forces us to confront the ethical and creative challenges that come with wielding this kind of tool.

As we stand on the edge of this new frontier, we need to think about how we’ll use AI responsibly. How we’ll harness its potential without letting it take over. How we’ll ensure that, even in the midst of this technological revolution, we keep human intelligence and creativity at the center of the process.

I don’t have all the answers, but I do know one thing: This is a turning point. And while it’s tempting to be either overly excited or completely terrified, I think the best way forward is to embrace the possibilities while keeping our hands firmly on the controls. After all, this is only the beginning. What comes next is up to us.