Rebranding. It's the high-stakes game where a company either reinvents itself with finesse or crashes and burns in front of an unsuspecting audience. Think of it as a makeover, but with a hefty price tag and a high risk of Botox-filled disaster if things go awry. When it works, rebranding elevates a brand and connects emotionally with its audience. But when it doesn't, well, let’s just say it can leave the consumer wondering, "What just happened?"
Let’s take a look at two car commercials: Jaguar’s "Copy Nothing" and Volvo’s "Meet the new Volvo EX90"—both of which showcase what works and what doesn't in the world of branding. As an experienced marketing agency based in Saskatchewan, specifically serving businesses in Saskatoon and Regina, Unalike Marketing understands that staying true to a brand's core identity is critical, even when innovating or refreshing your message.
Jaguar's Rebranding Fail: Where’s the Car?
First, let’s talk about Jaguar. The famous British automaker, known for its luxury sedans and sleek sports cars, released a rebranding commercial to shift its image. The ad, titled "Copy Nothing," was all about... well, not cars.
Take a look at the ad, linked above and you’ll be struck by its unusual choice to focus almost entirely on abstract art, music, and performance rather than, you know, cars. There are intense visuals—people in colourful dresses and tuxedos, elaborate dance performances, and hypnotic close-ups of abstract objects. But what’s missing? Again, the cars! The entire premise of the ad, the essence of what Jaguar represents (performance vehicles), is buried under a pile of artistic flourish and confusing symbolism.
Where Did the Cars Go?
Jaguar has been a symbol of British craftsmanship since its debut in the early 1920s, evolving from a maker of elegant two-door sports cars into a diverse, modern luxury brand. But no matter how far the brand has come, the essence of Jaguar still lies in the exceptional craftsmanship and exhilarating driving experience that each vehicle offers.
When you think of Jaguar, you think of more than just a car—you think of a statement. Whether it’s a sleek, sports-inspired sedan or a luxurious SUV, every Jaguar exudes a level of refinement that should be at the heart of any rebranding effort. It’s not just about the performance (though that’s certainly part of it). It’s the rich history, the attention to detail, and the feeling you get when you step inside: an atmosphere of sophistication and comfort. Premium leather, polished wood, and metal finishes combine to create an interior that’s as luxurious as it is functional.
But it’s not just about looks. Jaguar’s commitment to safety is a cornerstone of their brand, with the latest models equipped with the most advanced safety technology on the market. From intelligent driveline dynamics to autonomous emergency braking, every Jaguar is designed to provide peace of mind without sacrificing performance. State-of-the-art infotainment systems, intuitive touchscreens, and premium sound systems ensure that every ride is as enjoyable as it is thrilling. All these technological elements make a Jaguar stand out—not abstract visuals or vague references to "performance" that leave the audience scratching their heads.
In a Jaguar, you don’t just drive—you experience. And that’s exactly what should be front and centre in any campaign. If you’re going to showcase a luxury brand with a legacy as storied as Jaguar’s, the message needs to focus on what makes the brand a true icon in the automotive world.
And About Jaguar's New Logo
Jaguar's rebranding goes beyond its ad campaign; it also introduced a new logo—one that’s left many in the automotive world scratching their heads. The redesign aims for a modern, minimalist look, but some critics argue it strips away the boldness and heritage that once defined the brand.
"It feels like Jaguar lost a bit of its identity with the new logo," says automotive designer and industry expert Michael Herring. "The sleek, futuristic look might appeal to younger markets, but it disconnects from the classic, prestigious image the brand has worked so hard to build." In an era where luxury car buyers value both tradition and innovation, Jaguar's attempt at flash, seems to have fizzled. The logo's new design, which features a more simplified and flat profile, has been called "sterile" by some, losing the grace and power the previous emblem symbolized. The old one had a leaping jaguar for gosh sakes! While it’s important for any brand to evolve, it’s crucial not to alienate the loyal customers who are drawn to a brand’s legacy and values.
Rebranding should never lose sight of the product at the core of your message. If you’re Jaguar, people don’t just want abstract - they want to see the purr of the engine, the curve of the design, and the thrill of the ride. If Jaguar's goal was to reposition itself as more of an artistic brand, that's a misfire. When consumers want to be sold on luxury, they want to see luxury in action. Not a slow-motion ballet.
Volvo’s Brilliant Branding: Telling a Story That Sticks
Now, let’s switch gears (pun intended) and take a look at Volvo’s "Meet the new Volvo EX90" campaign. Volvo has been known for its family-friendly vehicles, safety features, and durable engineering. So, when it came time for their latest campaign, Volvo wisely leaned into the things that made it beloved—safety and innovation—and added a healthy dose of emotional storytelling.
In their ad, also linked above, Volvo doesn’t just throw statistics at the audience about how safe their cars are. Instead, they tell a heartwarming and human story about how their safety features were developed with real people in mind—more specifically, a family. Shot by the famous Hoyte Van Hoytema, the cinematographer for the popular films Oppenheimer and Interstellar, the ad basically violates all rules in place for a successful social media spot. Its length doesn't fit any of the standard mediums at a whopping 3 minutes and 46 seconds. And its overproduced, not even really seeming like a commercial if you stumbled on it halfway through. Yet it works because of these things. It's unalike what you're used to seeing.
Pulling at the Heartstrings
Volvo’s ad taps into a core human value: protection. The story is about how the company recognized that its cars were not taking into account how women’s bodies differ from men’s in car accidents. And so, Volvo's rebranding focuses on the innovation behind the E.V.A. Initiative, which aims to ensure women’s safety on the road just as much as men’s.
This is a branding done right. Volvo doesn’t just tell us about a technical feature—they bring us into a narrative that resonates with viewers emotionally. It's not about the company trying to be something it’s not. Instead, Volvo amplifies what it already does best: keeping people safe. And in the process, they tell a story that makes us feel good about the brand.
Why Volvo’s Approach Worked and Jaguar’s Didn’t
Focus on the Core Brand Values
Volvo’s rebrand was deeply tied to its core values: safety, reliability, and trust. By spotlighting how they were innovating for the safety of everyone, particularly women, Volvo reinforced its identity in a meaningful way. Jaguar, on the other hand, got distracted by the glitter and glamour of performance art. When you don’t anchor your branding efforts in what makes you unique, you risk losing your audience—and your message.
Emotional Connection vs. Confusion
Volvo’s campaign made us feel something—genuine empathy. In contrast, Jaguar’s ad created more confusion than connection. If consumers walk away from a rebranding ad unsure of what they just watched, then your message has fallen flat. Storytelling, like in Volvo’s case, creates an emotional bond that is far more powerful than abstract visuals. People don’t buy cars because of fancy metaphors; they buy because they see themselves in the story you tell.
Consistency is Key
Branding is not just a one-off event; it’s an ongoing process. Volvo didn’t just make a single ad and call it a day. Their ad fits into a larger narrative about safety and innovation, things that consumers already associate with their brand. Jaguar’s artistic rebranding, while certainly bold, left too much room for interpretation. If you're not consistent, you risk confusing your audience about what you actually stand for.
At Unalike Marketing, we work with clients in Saskatchewan and beyond to ensure their branding efforts remain grounded in their unique values. Whether you're based in Saskatoon, Regina, or any corner of Canada, staying true to what makes your brand special is the foundation for successful marketing.
The Takeaway: How to Nail Your Branding
So, what can we learn from these two rebranding examples? Here’s a quick rundown:
Know Your Audience
Understand the core audience you want to reach and tailor your rebranding efforts to speak to them. If you’re selling luxury cars like Jaguar, don’t lose sight of what makes your cars unique. If you’re Volvo, focus on the values that make you trustworthy—like safety—and tell an authentic story around them.
Stick to What You Know Best
Your brand’s identity should be at the heart of any branding effort. Jaguar may have wanted to elevate its luxury image, but at the expense of what makes it recognizable: performance. Volvo didn’t try to be something it wasn’t. Instead, it stuck to its reputation for safety and built a compelling narrative around it.
Emotional Storytelling Wins
Data and statistics are important, but they don't always create a deep connection. People are naturally wired to respond to stories—they engage emotionally, remember the narrative, and connect with the values behind it. Volvo’s "The E.V.A. Initiative" tapped into this human-centred storytelling, illustrating how their cars protect people, particularly women, in ways that go beyond the numbers.
Research backs this up: studies show that 92% of consumers prefer to buy from brands that create a personal connection through storytelling. By sharing a relatable story about safety, Volvo didn’t just showcase features; they made consumers feel understood and valued. This approach isn’t just effective for Volvo—brands like Nike, Apple, and Coca-Cola have long harnessed the power of storytelling to build loyal customer bases. It's far more impactful than slick visuals or empty slogans because it taps into universal human experiences. When you make people feel something, they’re more likely to remember your brand and, ultimately, choose it. So, don’t just talk at your customers—speak to their hearts, and watch the connection grow.
Wrapping Up
Rebranding is an opportunity to evolve, connect, and reintroduce your brand to the world in a fresh way. In the end, the lesson is simple: stay true to your brand, keep your messaging clear, and don’t forget that at the heart of every great campaign is a story that resonates with your audience. Rebranding isn’t just about changing your look—it’s about showing the world who you are and why they should care.
And remember, when in doubt, keep the cars in the car commercial.
At Unalike Marketing, based here in Saskatchewan, but serving marketing customers in Saskatoon, Regina and across Canada, we understand the importance of branding. It can't just be clever but deeply rooted in what makes your brand unique. Whether you're revamping your look, launching a new campaign, or simply needing some fresh marketing ideas, we’re here to guide you on your journey to a stronger, more emotional brand connection.
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