Borkowski Media Trends: Jaguar Rebrand, Wicked Press Tour & MORE
PLUS: Kim K's Robot Pal | Logan Paul's 'CLINT DOUBLE'
Jaguar: Go Woke or Go Broke?
Introduced with quotes like ‘embracing our individuality as our superpower’, encouraging a ‘culture where our employees can bring their authentic selves to work’, and ‘it’s bold. It’s fearless. It’s exuberant’; you would be forgiven for thinking you were witnessing the launch of a new Gen Z start-up. Not the radical re-brand of a nearly 100-year-old business known for its luxury classic cars. In an apparent effort to cling to relevance and revamp its image after a series of difficult years, Jaguar launched its new branding this week, alongside the announcement that no new cars will be produced for at least 12 months. Or until their EVs are ready to sell to consumers.
The company has called this a complete reset, the new logo devoid of its signature capitals (bar the G) is minimal and aligns with the pared back, simplified logos we’ve seen from the likes of Coke and Pringles. This was accompanied by an abstract video of models walking through a pink landscape. Unfortunately, as pointed out by our own Mark Borkowski in his recent LinkedIn, style without substance is just noise.
The consumer response has reflected this sentiment. The Daily Mail called it ‘Woke Branding’ and criticism has ranged from confusion to Musk’s outright ridicule asking them, “do you sell cars”. It seems the company is intent on sticking to this new direction, inviting Musk to the Miami Art Week launch event for the design concept of its new car, and stating that any consumers put off by the new look are not its target audience.
Bold moves which signal an effort to redirect the business, the new direction however, remains unclear. Without unveiling some tangible products and a clear identity, the brand risks alienating its historic base and quite frankly, will fail to win over anyone new. Whether Jaguar can succeed in producing authenticity from this current abstraction remains to be seen; its share price will inevitably show us the conclusion.
No One Mourns the Wicked
Yes, we’re covering Wicked again. Because the movie musical of the moment continues to dominate. The interminable press tour which is being meme-d to death, thanks to the increasingly earnest and over the top effusions of the film’s co-stars, Cynthia Erivo and Ariana Grande. Compilations of the two clutching each other and bursting into tears have become excellent fodder, with one particularly bizarre exchange with Out’s Tracey E. Gilchrist leaving audience wondering – are they ok? The hype machine is certainly working, with noise around the film unavoidable, but with Erivo and Grande in a competition to outdo each other’s worthiness, this may just be a race to the bottom. With none of the knowing glances of Margot Robbie and Ryan Gosling’s Barbie tour, the visible effort being made to create a cultural moment is on the edge of becoming off putting.
More like Barbie, Wicked red carpets have displayed some jaw dropping fashion, playing into the film’s dual colour scheme of pink and green. But the waif like appearances of Erivo and Grande, as well as the role’s originators, Idina Menzel and Kristin Chenoweth, have highlighted the worrying trend of extreme thinness in Hollywood as a result of the Ozempic craze.
Erivo’s exclusion from prominent front-page photos of the London premiere, despite her British roots, has also sparked accusations of racism. It’s been a long and winding trip down the yellow brick road for the first part of this film to even reach theatres, but with the exhausting pursuit of cultural relevance clearly impacting on its cast, it will be a relief to have a full year’s breathing space before part two arrives next autumn.
Kim K, The Robot & Manufactured Celebrity
Kim Kardashian recently surprised her 359M Instagram followers by posting sultry photos featuring herself with Tesla’s latest innovation, the humanoid robot; called Optimus. The photos even included a shot of Kim holding hands with the robot.
The post has sparked significant online comments, with many expressing confusion or discomfort over the unusual pairing. While some criticized the overtly sensual nature of the photoshoot, others speculated about the political implications of Kim’s involvement with Tesla, a company headed by Elon Musk, who has been vocal about his political views. This association has led some to question Kardashian’s own political stance, especially during the recent US elections.
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Regardless of the controversy, the post highlights the unparalleled influence the Kardashians retain in the world of marketing and social media. Kim Kardashian has built a reputation as a branding powerhouse. Her billion-dollar shapewear brand, SKIMS, is a prime example of how she consistently shapes consumer behaviour and trends.
Tesla's Optimus robot, a humanoid designed to serve as a household assistant, is set to launch in 2026. Yet, Kardashian's early promotion has already brought significant attention to the product and other Tesla products. This collaboration underscores the Kardashians’ ability to drive buzz and boost the visibility of a brand or product, often leading directly to increased sales.
By featuring Optimus in such a high-profile post, Kardashian lends credibility and a sense of security to Tesla’s cutting-edge technology. The hand-holding image, for example, is symbolic: it suggests that if the Kardashians trust and use Tesla products, others should too. This kind of endorsement demonstrates the enduring power of celebrity influence in shaping public perception and consumer trust.
In the ever-evolving landscape of influencer marketing, the Kardashians continue to set the gold standard for leveraging their platforms to elevate brands. Tesla’s partnership with Kim Kardashian shows how effective such collaborations can be in generating intrigue, sparking conversations, and ultimately, driving commercial success.
Logan Paul's 'c**t-double' lands influencer in hot water
Controversial content creator Logan Paul has been feuding with the BBC over allegations that he profited off a crypto scam. The BBC commissioned reporter Matt Shea to investigate the WWE star over a failed blockchain game he co-founded in 2021 called 'CryptoZoo' where players purchase egg NFTs that hatch to acquire in-game currency linked to a token. Shea travelled to Puerto Rico for an exclusive interview with Paul, only to discover it was an puerile prank. Perhaps inspired by Oobah Butler’s more original effort, Paul sent a lookalike to sit down with Shea. And just before Shea got up to leave, Logan and his entourage began chanting, "trolling" the BBC for platforming predators for 50 years.
Even by Paul's standard, this is a risky gambit. While Paul's fanbase will lap this up, joining in to publicly criticise the BBC, he is simultaneously publicising his own wrongdoings. For most people, NFTs and the associated scams that came out of that era have long been forgotten. However, when revisiting the accusations three years later, they are incredibly damaging for Paul. It also reminds the wider public of his 2018 suicide forest that landed him in hot water when he filmed a dead body straight to YouTube.
Unearthing these crises is a terrible look when Paul operates businesses being consumed by children that parents will now question, like the energy drink Prime and clothing brand Maverick, plus, as already mentioned, his work as an influencer for the WWE. Paul's decision to attack the BBC will not make the allegations vanish. This is an ugly mark in an already chequered history of controversy, which will likely come back to bite him.