Jaguar’s Rebrand Just Backfired. What Went Wrong?

Jaguar has officially dropped its agency, Accenture Song, following a disastrous rebrand that saw global vehicle sales nearly halved. In this Brand News episode, James Walker and Brian Hastings revisit Jaguar’s bold brand pivot and break down exactly what went wrong.

We discuss:

• Why Jaguar’s rebrand campaign failed to connect
• The downfall of data-driven strategy without creative clarity
• What brands should consider before pivoting away from heritage
• How HBO Max reversed a similar misstep
• Predictions for Jaguar’s next move

This is a cautionary tale for any marketing team or agency chasing reinvention without respect for brand legacy. If you’re in branding, advertising, or creative strategy, this one is for you.

Hosted by:

James Walker – Managing Director at WHD

Brian Hastings – Managing Director at Nous

The Digital Horizons Podcast is hosted by:

James Walker - Managing Director WHD
Brian Hastings - Managing Director Nous