Uncensored CMO Rory Sutherland on Jaguar: Madness or Marketing Genius?
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Dec 9, 2024 
Rory Sutherland, a behavioral science expert and six-time Jaguar owner, dives into the recent Jaguar rebrand, arguing that bold changes are essential for survival in the electrification era. He discusses the challenges of brand loyalty amid shifting consumer preferences and critiques the backlash against Jaguar's innovative advertising. Rory also tackles the complexities of luxury branding and consumer behavior, emphasizing emotional connections and how societal trends influence perceptions, revealing an engaging perspective on marketing and identity.
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Six Jaguars
- Rory Sutherland, a six-time Jaguar owner, expresses his love for the brand and the pain of switching to an electric car.
- He notes that two of his go-to marketing experts, Roger Martin and Mark Ritson, dislike Jaguar's rebrand.
Techtonic Shifts
- Rory Sutherland argues that brand loyalty principles can be overturned by technological shifts, like the change to electric vehicles.
- He compares this shift to the advent of smartphones, which disrupted established brands like BlackBerry.
Car Buying History
- Rory Sutherland describes his car buying history, going from multiple Jaguars to a Ford Mustang Mach-E.
- He explains that electrification resets brand preferences.
