Jaguar Rebrand: Woke Mistake Or Marketing Genius? - Rory Sutherland

He's a true master of speaking—ten minutes in, and the question still isn't answered. Executive-level rambling.

Going electric wasn't the focus of the controversy.

My mind isnt capable of the mental gymnastics required to view that marketing as genius.

Is he friends of the CEO? Why is he scrambling so hard to cover for the brand? Them going electric has nothing to do with it. The issue was that owning a Jaguar, suddenly overnight, became humiliating. Like thinking you're holding a hunting knife only to find out it's a pink vibrating dildo.

Keeping 15% of their customers honestly sounds grossly overestimated.

Instead of advertising aimed at half the people on earth (males) they switched to a 1% audience. They're done. 😂

'Jaguar is going to alienate and move on from 85% of their customers and that's a good thing' This guy sounds like the headline from a Vox or Salon article...

I love how, since Rory never actually finishes a point, the video just had to end mid sentence 😂

This must have been how the CMO explained to the management.

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