Critique

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

    1024 576 Michael Kraabel

    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…

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    Jaguar: What Was the Brief?!

    1024 638 Michael Kraabel

    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…

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    For The Love of Marketing Prose

    1024 683 Michael Kraabel

    I believe in the power of the written word to inspire an audience and to lead them on a visceral journey of self-discovery. I am writer, but I still make mistakes, leave drafts riddled with typos, drop letters from words, invent new words, and militaristically support the oxford comma. But I always try to get…

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