Post

How to get URL link on X (Twitter) App

On the Twitter thread, click on or icon on the bottom
Click again on or Share Via icon
Click on Copy Link to Tweet
Paste it above and click "Unroll Thread"!
More info at Twitter Help

Hosun

@hosun_chung

Nov 22, 2024 • 19 tweets • 6 min read • Read on X

Scrolly

Jaguar just made the most expensive mistake of 2024.

They spent millions on a rebrand that erased 100 years of heritage.

Even Elon Musk is publicly mocking them.

Here's the fascinating reason behind the rebrand (& why it's driving the internet crazy): 🧵

The story starts in 1922.

William Lyons and William Walmsley had a vision: create motorcycles that embodied British elegance.

But it wasn't until 1935 that they made their first car.

The birth of an icon was about to begin...

For the next century, Jaguar defined luxury:

• The E-Type (called "the most beautiful car ever made")
• The XJ220 (once the fastest production car)
• The F-Type (the modern masterpiece)

Each car was a piece of automotive art. But in 2021, everything changed...

The automotive industry faced a crisis:

• Tesla's dominance in luxury EVs
• Rising environmental concerns
• Stricter emission regulations

Jaguar had to adapt or die...

Their solution was radical:

First, they paused ALL car sales in the UK. Then, they announced going all-electric by 2025.

Finally, on November 19th, 2024, they revealed their new identity.

But no one expected what came next...

Instead of showcasing their engineering prowess...

They launched a 30-second video featuring models in vibrant, futuristic outfits & alien-like landscapes.

The strangest bit? There wasn't a single car in sight.

The internet was bewildered...

Their new logo? "JaGUar"

(emphasizing the British pronunciation "Jag-you-are")

Their new slogans?

• "Delete ordinary"
• "Break Moulds"
• "Copy Nothing"
• "Live vivid"

Even their iconic leaping jaguar was reimagined...

The backlash was instant and brutal.

Over 90 million views in days resulted in thousands of memes & endless mockery.

Even Elon Musk chimed in with a simple question: "Do you sell cars?"

But the criticism went deeper than jokes:

This wasn't just about going electric. Tesla proved you can make electric cars sexy.

This was about erasing a century of heritage.

But here's what makes this rebrand fascinating:

Jaguar isn't just changing their logo.

They're deliberately abandoning 90% of their current customers.

Why would a luxury brand do this?

The strategy is bold:

Jaguar want to:

• Move into ultra-luxury ($127,000+ cars)
• Target younger, wealthier buyers
• Transform into an artistic brand
• Compete directly with Tesla

But they made one crucial mistake:

They confused "bold" with "alienating"

You can target new customers without rejecting your heritage. You can be modern without being unrecognizable.

You can innovate without losing your soul.

The numbers tell the story:

Jaguar's sales had already dropped 50% since COVID.

Now, they're betting everything on attracting a new generation of buyers.

But in trying to appeal to everyone, they're resonating with no one.

Time will tell how the rebrand goes down...

Here's the truth about today's brands:

They're built through:

• Real connections
• Consistent values
• Authentic storytelling
• Trust earned over time

Jaguar's mis-step proves you can't manufacture cultural relevance.

That's why I found this story so fascinating...

We've spent the past 2 years creating a method for founders to build bulletproof brands:

By creating authentic, personal content.

Because personal brands are becoming more valuable than corporate ones...

Think about it:

Logan Paul. Elon Musk. The Kardashians. Joe Rogan.

People trust individuals who:

• Show their real journey
• Celebrate their wins
• Admit their failures

And the benefits of a personal brand are endless:

Because you're building trust at scale...

Customers come to YOU. Investors seek you out.

Top talent aligns with your vision on autopilot.

It's the best way to avoid a Jaguar-like fade into irrelevancy...

Ready to start?

Founders: We’ll build your personal/company brand on 𝕏 (and beyond) without you lifting a finger.

To date, we've already helped 60+ founders get 2+ Billion combined views.

Interested in how we can do this for you? Book your free discovery call here: form.typeform.com/to/JWuXNkxQ?ut…

Thanks for reading! A bit about me:

In 2023, I was a banker in London when I found the opportunity of the decade: Personal Branding.

So, I dropped everything to build @ThoughtleadrX — a premium media agency designed to build personal and company brands.

Follow me for more content like this!

• • •

Missing some Tweet in this thread? You can try to force a refresh

This Thread may be Removed Anytime!

Twitter may remove this content at anytime! Save it as PDF for later use!

More from @hosun_chung

Hosun

@hosun_chung

Mar 27

In 1994, Jeff Bezos was a banker.

Then he saw ONE statistic that made him quit his job & start Amazon.

27 years later, that number made him the richest man alive.

Here's Bezos' framework for seeing the future — and 3 opportunities showing the same signal today🧵

At just 30 years old, Bezos had it made.

Princeton degree. Six-figure salary. Hedge fund Senior Vice President.

He was on track to become a Wall Street titan.

But that all changed when a single number caught his eye...

Spring 1994: Bezos stumbles upon a market report with a staggering statistic.

Something was growing at 2,300% per year. That's nearly 500x growth over 2 years.

This single number would completely change the trajectory of his life.

But what was growing so explosively?

Read 20 tweets

Hosun

@hosun_chung

Mar 18

The 21st century's greatest rise to power:

This boy couldn't afford shoes & slept on mud floors.

Then he vanished to the Himalayas for 2 years.

Now, he leads a nation of 1.4 BILLION.

The astonishing story of Narendra Modi, India's Prime Minister, as told to Lex Fridman🧵

Modi's childhood was defined by extreme poverty.

His entire family lived in a house smaller than most modern living rooms.

No windows. Just a small door. A mud floor beneath their feet.

But something about this place was special...

His village held ancient secrets.

The Chinese philosopher Hiuen Tsang had spent time there centuries ago, and it was a major Buddhist learning center in the 1400s.

Every stone told a story. Every wall held history.

But here's what shaped him most:

Read 20 tweets

Hosun

@hosun_chung

Mar 17

This is the craziest stunt in business history.

In 2013, the truck industry was brutal: Every brand said they were the best.

Then Volvo created a legendary $4M video that neuroscientists studied for decades.

Here's the unexpected takeaway that can blow up any business:

The truck industry in 2013 was a battlefield of titans.

Every manufacturer claimed their trucks were the most stable, precise, and reliable.

But something was about the shake up the industry...

Volvo had just completed their biggest product renewal in history.

New products included:

• New Volvo FH range in Europe
• New Renault Trucks lineup
• New UD Quester for Asia

They were ready to make a statement. But not with specs or features...

Read 16 tweets

Hosun

@hosun_chung

Mar 13

This is Joseph Schumpeter.

The man Marc Andreessen calls his greatest influence.

Andreessen learned a theory from Schumpeter that helped Andreessen predict crypto & AI's dominance decades before anyone else.

Here's that theory:

Born in 1883, Schumpeter lived through incredible change.

The rise of electricity, automobiles, and mass production reshaped society before his eyes.

But unlike other economists focused on supply and demand, Schumpeter saw a deeper pattern...

He realized capitalism's true nature isn't stability.

It's disruption.

New innovations constantly destroy existing industries while creating new ones.

He gave this process a name:

Read 19 tweets

Hosun

@hosun_chung

Mar 11

The man who heals what doctors can't:

Jordan Peterson.

It's impossible to be depressed, stressed, or anxious after studying his ideas.

Here's his 6-step protocol for a lifetime of happiness:

Meet the man who made philosophy go viral:

• His lectures get more views than Netflix shows
• Students wait hours to ask him questions
• His critics admit his ideas change lives

But his biggest discovery came unexpectedly...

Peterson noticed a pattern in his clinical practice:

The patients who recovered fastest weren't the ones who got the most therapy.

They weren't the ones who took the most medication.

They shared ONE unexpected trait:

Read 19 tweets

Hosun

@hosun_chung

Mar 8

This is history's most brutal cover-up.

A former slave defeated Napoleon's 20,000 elite troops.

So they imprisoned him, killed him, and erased him from history books.

Here's why the French buried Toussaint Louverture's story until 2007:

Born enslaved in Saint-Domingue (modern-day Haiti) around 1743, Toussaint Louverture rose to become one of history's most remarkable military leaders.

His path to power was unlike anything seen before.

Let's start at the beginning:

Louverture's early life was unique for an enslaved person.

He received an education, learning to read and write in both French and Creole.

This unusual background would prove crucial in ways no one expected...