Somehow, against all odds – I’ve managed to get this newsletter out on time ON BLACK FRIDAY. To say I’m impressed with myself is an understatement.
It’s always hard to choose just a couple of things to talk about in these newsletters – and honestly, today’s a real mixed bag (as well as a bit of a long one – soz not soz). I also avoided Black Friday, because I think we’re all ready to be done with that for another year.
Let’s dive in.
Jaguar’s Rebrand: A Leap Forward or a Legacy Lost?
Jaguar is going all-in on a fresh look to complement its transition to an all-electric lineup, and the reaction has been… mixed (okay lol it’s been filled with many, many angry people on LinkedIn). The new logo? It’s clean, minimalist, and modern. In my opinion, a perfectly fine choice that feels very on-trend for 2024. But the launch video? Eeeeeeek. If you haven’t seen it, imagine a big-budget ad that somehow manages to feel overly dramatic and strangely generic at the same time… while also not showing one single car? Check it here.
But I feel like the ad and the logo and the whole re-brand topic has been covered to death this week online, so I’m deciding to instead focus on another question: what’s the right way to modernise a legacy brand? Jaguar isn’t just another car company; it’s a heritage brand with decades of history and a deep emotional connection to its audience. When brands like this decide to “modernise,” they’re walking a tightrope. Do it right, and you’ve got a Burberry-style success story – a brand that can feel fresh while still honouring its roots. But if you do it wrong, you risk alienating your core audience (Gap’s infamous 2010 logo change lasted a ver quick six days before public outcry forced them to backtrack) and getting the almighty wrath of the LinkedIn world… and my newsletter.
This got me thinking about why brands decide to modernise in the first place. Is it driven by a real need to evolve, or is it just a reaction to trends? one of the most memorable for me was Vegemite iSnack 2.0. Back in 2009, Kraft tried to update the Vegemite brand with a new product and name. It was supposed to show innovation and appeal to a younger audience, but instead, the name became a national punchline (why didn’t they just call it cheesybite all along? Why not VegemiteCheese???). It was a classic case of failing to understand the emotional connection we have with our brands – and how modernising something iconic can backfire if it’s not done thoughtfully. The lesson? When a brand is so deeply tied to nostalgia and tradition, even small tweaks can feel like a betrayal.
So where does Jaguar land? Honestly, I’m not sure yet. They’re clearly trying to signal a new era with their move to electric, but does the new branding feel Jaguar? Or does it feel like they’re just trying to keep up with Tesla? As someone who isn’t a car enthusiast but is a branding nerd, I’m fascinated to see how this plays out.
What do you think? Did they nail it or lose the plot?
Bluesky: Twitter’s Nostalgic Twin or Something Bigger?
After hearing so much about it, I finally logged onto Bluesky, and wow – it’s like stepping back into Twitter’s golden era pre-Elon. No chaotic algorithms, no billionaire meddling, just a simple, chronological feed. It’s quiet, a little awkward, but kind of refreshing. It feels like what Twitter could have been if it had stayed… normal.
The big draw? Decentralisation. Unlike other platforms, Bluesky lets users control their experience with curated moderation tools. I’ve seen a lot of people argue this could lead to echo chambers (e.g. if you feel a certain way about something, then all you see are similar opinions to confirm that belief), but let’s be honest -aren’t we already in those? The idea of having more say in what I see and don’t see feels like a breath of fresh air in social.
There’s a lot of talk out there as to where brands could fit in (and if they could) – but for now, I’d suggest everyone jump on and save their username for later. I reckon it’s got legs, and if you previously had success on Twitter but X isn’t doing it for you – you might find Bluesky is your next big channel.
Right now, the vibe is very “early adopter.” It’s like being at a party where half the guests haven’t arrived yet. But that’s also part of the charm. There’s space to experiment without the noise of a fully saturated platform. I’m spending more time exploring it this week and will report back, but so far, I’m intrigued.
If you’re on there, let me know – what are your first impressions? Is Bluesky the future, or just another niche platform that’ll fizzle out like Google+? Time will tell, but I’m cautiously optimistic!
TikTok’s AI Ad Tools: The Future of Advertising, or a Little Too Real?
TikTok just made its AI ad creation tools available to everyone, and let me tell you – it’s a game-changer. You can script a video, choose an AI avatar (including their posture, their gender, their environment and their outfit), and watch as a shockingly realistic “person” delivers your message. I tried it out, and while it’s not perfect, it’s wild how close it gets. These avatars aren’t just passable; they’re convincing.
For small businesses or brands with tight budgets, this is huge. Need a product testimonial but don’t have the resources to hire an actor? Done. Want a quick explainer video in multiple languages (yes, it auto translates for you too… WILD)? Easy. It’s the kind of tool that levels the playing field, allowing smaller players to create content that looks polished and professional without a massive investment.
But with great power comes… a lot of questions. How will audiences know what’s real and what’s AI-generated? Could this technology be used to mislead people? And what does it mean for creators – will brands start replacing them with AI avatars? I don’t think creators are going anywhere (there’s no replacing the authenticity of a real human connection), but this tech could shake up the industry in a big way.
I posted one of my test videos on Instagram if you want to see it in action. The avatars are wierdly lifelike, and honestly, it’s both fascinating and a little terrifying. If this is where the tech is now, imagine where we’ll be in a year or two. What do you think – excited or nervous?
Words of the Year: TikTok’s Grip on Language
Let’s talk about “demure” – Dictionary.com’s word of the year. If you’ve spent any time on TikTok this year, you know why. Creator Jools Lebron turned “demure” into a viral trend, creating a 1200% surge in searches and cementing its place in pop culture. It’s actually insane how much influence a single creator can have – not just on trends, but on the actual words we use.
Meanwhile, Macquarie Dictionary went in a completely different direction with “enshittification” (I’m not kidding, this is the legit word of the year) – a bleak commentary on the current state of digital platforms. Their shortlist is equally laughable, with entries like “rawdogging” getting a place in there – I still remember when my dad told me he was going to rawdog it on the flight and the words coming out of my dad’s mouth just sounded so wrong. It’s so interesting to see how much these words are influenced by social media. Compare this to past words like “climate emergency” or “woman” (yes… that was the word of the year in 2022 lol) and you can see a clear shift toward online culture dominating the conversation.
This raises a bigger question: what does it say about us that our language is so shaped by platforms like TikTok? Is it a reflection of progress, or just more proof that the internet is taking over everything? What does this mean for the future of language?
I guess our language has always been influenced by “slang” and new phrases that the kids are saying – but social-led language seems to have a much stronger hold over every part of our lives now. What used to stay confined to the schoolyard is suddenly everywhere – on major brand campaigns, in corporate emails, even in family group chats (never recovering from dad saying rawdogging).
It’s impossible to deny that platforms like TikTok are shaping our culture in ways we’ve never seen before. And as much as it makes me cringe sometimes, it’s also a reminder of just how powerful and far-reaching these platforms have become.
The Role of Music in Wicked’s Marketing: A Missed Opportunity?
When Barbie launched its marketing campaign, it didn’t just promote a movie – it created a cultural phenomenon. From a huuuuuuge number of brand partnerships to a killer soundtrack that dominated TikTok and Spotify, Barbie showed us how to use nostalgia, creativity, and music to make a movie release feel like an event.
So, naturally, as Wicked gears up to be the next big movie-musical moment, comparisons to Barbie are hard to avoid.
But – Unlike Barbie, Wicked has one of the most recognisable soundtracks of all time already baked into its DNA. Songs like Defying Gravity and Popular are iconic – whether you’ve seen the musical or not, chances are you’ve heard them (and if you’re like me you have absolutely tried to sing defying gravity after seeing it on Glee when you were 14). These songs carry not just emotional weight but a level of cultural significance that could supercharge its marketing campaign. So, why does it feel like Wicked hasn’t fully leaned into this super valuable asset?
Barbie didn’t have an existing musical legacy, so they created one – putting together an epic roster of artists and turning the Barbie album into an event in itself. It extended the movie’s reach way beyond traditional marketing channels and made it a constant presence on Spotify, TikTok, and radio. Wicked already has songs that millions of people love, and yet they haven’t been front and center in the campaign. Where’s the viral TikTok challenge with fans trying to hit Defying Gravity’s high note? Or a reimagined version of Popular featuring a pop artist like Olivia Rodrigo or Billie Eilish to bridge the gap between Broadway diehards and Gen Z?
Of course, there’s still time to bring the music into the spotlight. Perhaps they’re holding back a few ideas for Part 2? Unsure. But it feels like they’re missing a massive opportunity to create a stronger emotional connection during the marketing build-up. Music is a fast track to nostalgia, hype, and sharing – imagine fans flooding TikTok with their own renditions of For Good or duetting with the movie cast.
This also raises an interesting question: could holding back the music actually be intentional? By not overplaying their hand with the soundtrack early on, maybe Wicked’s team is trying to keep a sense of discovery for the cinema experience itself. I think one thing we learnt from Barbie is that there’s a fine line between building excitement and oversaturating your audience.
Still, with such an epic musical legacy to draw from, it feels like Wicked had all the ingredients to create something truly magical – and maybe didn’t quite hit it? As a marketer, I’m highly susceptible to a great campaign (I was at the 10am first screening of Barbie), but Wicked hasn’t drawn me in enough to make plans to see it yet. As a very reliable focus group of one, that suggests it hasn’t quite broken out beyond its core fanbase the way Barbie did – at least not for those who weren’t already Wicked die-hards.
And that’s it! You’ve made it through what is the second last edition for the year (yep, there’s only one more fortnight edition before Christmas… sorry what?
