Jaguar’s Rebranding: Lessons for PreSales Professionals

Jaguar's bold rebranding, complete with a sleek new logo and avant-garde advertising campaign, has set off a heated debate. The campaign stresses inclusivity and diversity but shows no cars, and some long-time fans feel alienated. (Personal note: I do not like the new branding; initially, I thought it was a joke for a fashion brand with the same name.)

For presales professionals, this is a reminder: know your audience before you present. In presales, thorough discovery is like setting your GPS before a trip. It makes sure your demonstration fits the specific needs and expectations of your audience. Skipping this step, as Jaguar's campaign may have done with its traditional customer base, risks missing the mark. (I do not know if they have done market analysis before. But again, for me, the new advertisement is very distracting and does not feel like a fit. Jaguar sells luxury cars)

Why It Matters

Innovation moves things forward. Yet a successful engagement needs a cultural fit as well as a technical one. Client and vendor must be able to communicate, collaborate and operate together. If you miss these cultural details, even an innovative solution can feel disconnected and pointless.

Jaguar's campaign may attract new customers, but it is also a warning. If you innovate, take your existing audience with you.

The Presales Takeaway

• Prioritize Discovery: Use discovery to uncover the client's cultural expectations as well as their technical needs. How do they communicate? What's their working style? Adapting to them builds trust and credibility.
• Balance Innovation with Familiarity: A new Jaguar ad could include subtle nods to the brand's heritage. In the same way, your presales demos should incorporate innovative solutions while acknowledging the client's current realities and cultural context.
• Empathize with the Client's Perspective: Tailor your language, approach and solution so clients feel heard and understood. Without that, even a perfect solution can miss the mark.

Presales professionals who combine creativity with a good grasp of the client's culture and context give demos that land. Discovery is how you get there.

If you want to learn more about PreSales, please visit www.presales-handbook.com (opens in a new tab), buy the PreSales Handbook (opens in a new tab), or take the PreSales Mastery Course (opens in a new tab).