proosh

Not afraid to eat the last slice, but I'm so selfless. Trust inward, trust in ya.

[proosh @proosha_t]

What the fuck is this man talking about regarding the Panama Canal?

[proosh @proosha_t]

James Harden played the game so well they changed the rules

[proosh @proosha_t]

They’re doing it! It’s happening! #MCU #Marvel

[proosh @proosha_t]

A Strange Academy film instead of this multiverse mess going on would be the best.

[proosh @proosha_t]

Wtf are there crackdowns on td celebrations

[proosh @proosha_t]

@BillsMafiaRoc And you know what that means when we play yall again in the AFC championship 🥰

[proosh @proosha_t]

South Carolina could never 😭

[Brandon Spinner @whiskey_wx]

Whatcha grabbing?

[proosh @proosha_t]

Between this and the CEO killer or the dystopian shit in South Korea the news is thriving rn. Feeling very Mr. Robot meets Black Mirror. Props to the showrunners. 👏🏾

[proosh @proosha_t]

A Strange Academy film instead of this multiverse mess going on would be the best.

[Marvel Comics @MarvelComicsHQ]

Doctor Strange opened Strange Academy to train the next generation of sorcerers in the craft of magic.

📚'Strange Academy' (2020) #1

[Marvel Comics @MarvelComicsHQ]

From Strange Academy opening its doors to the next generation to the Scarlet Witch stripping millions of mutants of their powers, here are some of the most powerful magic moments in the Marvel Universe 🧵 ✨

[proosh @proosha_t]

Damn just watched the ref get taken out but he stuck the landing. Good game.

[one dozen rats at a keyboard @PanasonicDX4500]

A LAWYER IS GOING TO ASK YOU WHAT YOU MEANT WHEN YOU SAID YOU “EXPEXCTED” THE “EPSTEIN ANGLE” AND YOU WILL HAVE TO ANSWER IN FRONT OF A JUDGE, DRAKE

[one dozen rats at a keyboard @PanasonicDX4500]

DRAKE

YOU ARE OPENING YOURSELF UP TO DISCOVERY, DRAKE

THEY CAN SUBPOENA YOUR DELETED TEXTS, DRAKE

YOU RELEASED A SONG SAYING YOU “FED THEM THE INFORMATION”, DRAKE

[Mark Phillips @SupremeDreams_1]

How Kendrick was in the studio making this new album 😂😭💀

[proosh @proosha_t]

@nostalgtalk Dody 6 🫡

[proosh @proosha_t]

Colonialism uno reverse card

[proosh @proosha_t]

Based off auction prices, Kendrick would’ve had to drop almost $300k for a Buick GNX in that perfect condition.

[Kendrick Lamar @kendricklamar]

GNX
https://t.co/h9NaZaivRd

[proosh @proosha_t]

Look at how they’ve killed my boy 😭

[Dexerto @Dexerto]

Jaguar has updated their logo

[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.

[proosh @proosha_t]

@RyanWaltersSupt You have the power to influence and shape young minds for generations and with your abuse of power here you will more than likely be reincarnated as a factory farmed pig.