Martijn Vreugde

Stalker of internet trends, utterly addicted to espresso's. Life is awesome, with some kinks along the way. on Instagram here:

[Martijn Vreugde @TheTijn]

@vault22_za Won't let me log in, keeps saying an error occurred

[Leonard Rodman @RodmanAi]

Most people are using Claude wrong.

Claude Cowork ≠ chat.

It reads your files,
runs tasks,
and creates real outputs.

Like an employee.

---

Stop writing prompts.

Use files instead:
• style
• past work
• rules

More context → better output.

---

Simple setup:

ABOUT ME
PROJECTS
TEMPLATES
OUTPUTS

---

Use this:

"I want to [TASK].
Explore my folder.
Ask questions first."

---

That’s the shift:

from prompting → systems.

[Lulu Cheng Meservey @lulumeservey]

Taste aside — from a purely strategic perspective, this brand marketing is disastrous for Jaguar.

For context, Jaguar sales have been plummeting (down 70% in the US in five years). It’s a crisis. Their #1 strategic imperative for comms and marketing should be to sell cars. So let’s analyze it through that lens.

Up to 2018, Jaguar was actually growing quickly, doubling sales in a few years. Their subsequent decline was caused by two main things:

1) LAGGING INNOVATION AND ENGINEERING

Jaguar went five (!) years without releasing a new production model, and their technology felt outdated.

2) UNCLEAR POSITIONING

Jaguar got stuck between lanes. They used to be associated with classic sophistication and luxury, competing effectively with Bentley and Aston Martin in a rarefied space.

But then they shifted down to premium, competing with the likes of BMW and Mercedes in a more crowded market. Jaguar SUV sales are cannibalized by their own sister brand (Range Rover).

Now they’re not upscale enough to compete in the luxury market, and not cutting edge enough to compete in the premium market.

DOUBLING DOWN

Even at a basic level, we know that any Jaguar rebrand should (1) highlight innovation, and engineering, and (2) pick a clear lane for branding.

Here they’ve done the opposite.

This campaign is about “collaborating with a collective of original creators across the arts,” according to Jaguar’s website, which has been taken over by the rebrand.

That message is roughly the opposite of what Jaguar should be saying, which is some version of “our cars are engineered to the gills and go very very fast.” Art school grads simply aren’t associated with elite engineering ability, I’m sorry.

It’s possible a marketing exec read too many think pieces about how millennials shop based on values and forgot that people want cars that are really well built.

On top of that, instead of choosing a clear lane, Jaguar’s brand has meandered further into no man’s land. Literally — this is NOT for men. While men have been an important audience for Jaguar historically (it’s a favored ride for James Bond and Bruce Wayne), the latest campaign features six women and two people of indistinguishable gender (one appears to be a man but I don’t want to assume).

If they’re going to abandon the male audience, they should replace it with a more lucrative audience, and it’s unclear who they’re going for here. Vegans?

So the same way Jaguar lost the ultra luxury segment without winning the premium segment, with this campaign they’re losing the “classic sophistication” audience without winning the “Just Stop Oil” audience. It’s risky to be an orphan brand.

MISSED ZEITGEIST

Lastly, Jaguar simply failed to read the room. We are in an era of NOSTALGIA. People want to RETVRN. Tradition, heritage, and classics are more in demand than they’ve been for a long time.

Jaguar was perfectly positioned. Jaguar’s iconic image of an old school British gentleman — think Sir Roger Moore, a known devotee of the brand — would have been a massive asset in today’s environment. Why not a retro themed campaign contrasting state of the art technology with a 70s aesthetic?

TIME FOR A TURNAROUND

This is like when movies used to come out in other countries a year after they were done showing in Hollywood. The vibe of this rebrand might have worked in 2021, but to drop this in late 2024 only emphasizes the reasons for Jaguar’s brand decline in the first place: it’s outdated and confusing.

Apparently Jaguar is planning a broader brand reset for 2025. From early indications, that reset is misguided and likely to fail. Jaguar is a luxury product so their brand can make or break sales, and in this case, they’ll need a U-turn to get back on track.

[Martijn Vreugde @TheTijn]

@raoulalvarado @PhillyD Eu6 f for

[Martijn Vreugde @TheTijn]

Very interesting perspective on the Russian invasion from a man who is an expert in world history.

The War in Ukraine Could Change Everything | Yuval Noah Harari | TED https://t.co/GzVRrIYUtP

[Martijn Vreugde @TheTijn]

What could happen to SA if the Russia and Ukraine tensions escalate?

#UkraineRussiaWar #SouthAfrica

https://t.co/WDaSK4v6eo

[Martijn Vreugde @TheTijn]

War brings dirt, pain and death in abundance.
Heart felt speech by a leader holding strong for his people.

[Patrick Moelleken 🇺🇦 @PMoelleken]

.@ZelenskyyUa's tv address to the Russian (!) people might be the most moving speech that I've ever seen in my entire life. The whole world needs to see, understand and share this crucial Ukrainian message.
#StandWithUkraine #Ukraine #Україна #Russia #Россия

[Martijn Vreugde @TheTijn]

@bronwynwilliams @danfaggella The first c

[Marques Brownlee @MKBHD]

Guys calm down, stop freaking out, it's just a bunch of actuators and motors with rubber stretched over them to simulate facial movement. It's all preprogrammed. It's just for research.

Internally: nope nope nope nope nope

[Pablo Stanley @pablostanley]

probably nothing

[Martijn Vreugde @TheTijn]

How much journalism is left in today's click bait focused media?

[Jeffrey Levin 🇺🇦 @jilevin]

Yes, there is a difference between journalism and P.R.

[The New York Times @nytimes]

Breaking News: The WHO approved the first ever malaria vaccine, which could save tens of thousands of children in sub-Saharan Africa. The quest for this vaccine has been underway for a hundred years, a WHO official said, and is a "historic event." https://t.co/i1hcYBhbvb

[Martijn Vreugde @TheTijn]

The insane power of #BlockChain can not be overstated.

https://t.co/5VVSgluBCm

[Martijn Vreugde @TheTijn]

Some design principles are universal

by @jakedragash in @uxdesigncc
https://t.co/Rps3U4Wckf

[Elon Musk @elonmusk]

Time is the ultimate currency

[Martijn Vreugde @TheTijn]

Good UX article on the 5 Essential Laws for UX Designers
https://t.co/cMwBUc5WQU

[Matt 马特 @maxui]

Bible says wear a mask and social distance.

Lev 45-46

Anyone with such a disease must wear torn clothes, cover the lower part of their face and cry out, ‘Unclean! Unclean!’ As long as they have the disease they remain unclean. they must live outside the camp.

[Martijn Vreugde @TheTijn]

Motion graphic video I made for a powerful corporate learning solution.

[Flint Learning Solutions @FlintLS]

We all know that training extends our knowledge & develops our skills. But does it drive competency? In this brief video, learn how we generate productivity through competency.

[Martijn Vreugde @TheTijn]

I'm probably close to immune at this point.

Coffee and vegetables could offer some protection against Covid-19, study finds https://t.co/vSs1zF8fy9

#coffeeaddict

[Martijn Vreugde @TheTijn]

2020 - 2021 has been a ride...