DYNAMIQUE is a BUSINESS PERFORMANCE BOUTIQUE operating across multiple industry sectors. Enterprise was established over two decades ago in London followed by New Zealand. The firm specialises in SOLVING FIRMS PERFORMANCE QUANDARIES. As an addition to its product and service line-up DYNAMIQUE offers a range of branding programmes - often not done well in financial services and some other industries. The BRAND - MISSION STATEMENT- CULTURE- CLIENT/STAFF DELIVERY EXPERIENCE do not align with the day-to-day reality. Many firms take a SET AND FORGET approach, leaving any changes to the NEXT BRAND REVIEW. If there are delivery issues impacting client relationships, that period of inaction will UNDERMINE BRAND VALUE.

One current brand study looks at the CONUNDRUM facing prestige UK car maker, JaGUar, their controversial rebranding and future E-MODELS ONLY line-up. The huge challenge is managing that emotionally linked customer legacy, a significant part of current and future buyers’ decisions.

Here’s an extract from the CASE STUDY which looks at those culture, tradition and emotional ties behind the brand with questions to test your business judgement.

“Has JaGUar pulled off a PRODUCTION AND MARKETING MASTERSTROKE or is it a MOVE TOO FAR, with disastrous consequences for its fan base, current and past model buyers? JaGUar’s new DEDICATED E-MODEL LINE UP took many brand enthusiasts by surprise. The switch from INTERNAL COMBUSTION ENGINE (ICE) solely to E–CARS may result in a swathe of JaGUar owners cancelling orders and putting their BELOVED LEAPING CATS on the market! This month (Dec 2024) JaGUar will stop building the XE, XF, F-Type,I-Pace and E-Pace. It’s the new logo and model directions, considered a betrayal that caused the most angst. Does this herald the end of the old-school JAG brand and all its historical connotations? Like a soothsayer, is the EPITAPH on the horizon? The ICONIC British performance car brand is as much part of English middle class life as patum peperium served on toast with Sunday afternoon tea.

One JAG family from England’s West Country commented -JAG products were woven into our family life.The Mark IX, chauffeured Mark X (3.8 & 4.2)and even a chauffered E-Type, appearing at TWICKENHAM RUGBY TESTS and ROLLING STONES rock concerts, and posh NATIONAL HUNT BALLS and more……. - the culture that JAGS represent.

Just like in the movies, many socialite sports women excitingly driving the E-TYPE no doubt felt like ISADORA DUNCAN, flowing locks in the wind, as the car sped around the hairpin bends of COTE-D’AZURE or high hedged WEST COUNTRY LANES – luckily, scarves kept short!

WEEPING AMONGST JaGUar PURISTS - So, what has all this to do with the JaGUar rebrand and going all-out electric? Many a tear will be shed by keen JaGUar enthusiasts. The grunt, sexy good looks of the E, gleeming XK engine block, SILVERSTONE handling may be hard to replicate in the new E-PINK plus fleet lineup.

CANNOT HALT PROGRESS - One cannot be a LUDDITE and shun progress, but with this huge marketing and brand transformation, one cannot but wonder if such a leap will result in a DEMISE OF THE MUCH LOVED BRAND, swallowed up and/or watered down under the TATA JAGUAR LAND ROVER label. JAG enthusiasts hope to be proved wrong, preferring the LEAPING CAT – the late MIKE HAWTHORN, JAGUAR’S LE MANS driver would, no doubt, have agreed!”

TASK FOR STUDENTS - DISCUSS - Will JAGUAR’s total production pause of all models, move to dedicated e-market and revised branding, devastate their market? Is this a MARKETING MASTERSTROKE in the light of falling sales or a PR EXISTENTIAL DISASTER? As JaGUar CEO will this be your legacy or your WATERLOO? If then latter what of the JAG OLD SCHOOL should be kept?

DARE TO DREAM - LEARNING IS A LIFE LONG EXERCISE WHICH MAKES YOUR DREAMS BECOME REALITY