'Create exuberant' on a colourful image featuring four people dressed in yellow, orange, red and magenta.

The new Jaguar

02.12.2024/03.11

Originally published on my friend and international branding guru Stanley Moss’s blogs, What Is a Brand? and Endless Road, as he requested this piece. Jaguar Land Rover announced some time back that it didn’t see Land Rover as a brand any more. It would rather we think of Defender and Discovery as brands, […]

There’s only one rebrand I care about today

25.07.2023/02.32

One thing that marketing teaches you is that you need to have a market orientation: put yourselves in the shoes of the consumer and figure out what they want, rather than force something on them. And one thing that leadership teaches you is owning up to when you’ve got it wrong, and making the necessary […]