When Vision Isn’t Enough: What Apple Got Right (and Jaguar Still Might).

Monday, December 2, 2024

Advertising builds desire. But only
the product builds trust.

In business, we love a big reveal. A bold ad. A new direction. But if the product doesn’t live up to the promise, no campaign—however clever—can carry the weight. The real alchemy happens when vision and substance meet. And history gives us a masterclass in both success and near miss.

Apple: The Right Message at the Right Time

Back in 1997, Apple was on its knees. Bleeding money. Lost identity. Relevance fading.

Then Steve Jobs returned and launched the now-iconic Think Different campaign. No products. No prices. Just a powerful invitation to join a tribe of misfits and world-changers.

“The ones crazy enough to believe they can change the world, are the ones that do.”

It worked, not just because of the message, but because it arrived with the iMac.

A product that felt like the ad. Bright. Playful. Brave.

It looked different. And it was different.

The campaign wasn't just vision. It was a promise fulfilled.

Jaguar: A New Look with an Old Question

Fast-forward to today.

Jaguar has launched a campaign that’s drawing attention—for better or worse.

Bold visuals. A new font. A clear shift in tone.

But here's the catch: many long-time fans aren’t buying it.

As one critic observed:

“There’s not even an imaginary dotted line connecting the new look to the old.”

And that matters. Because in legacy brands, heritage isn’t a handbrake.

It’s a springboard.

Sir John Hegarty put it plainly:

“Unlocking the code lies in how heritage is articulated.”

So far, the articulation is unclear.

The Risk of Empty Vision

Jaguar’s new aesthetic might be bold. But is it grounded?

1,800 i-Pace models have already been recalled due to fire risk.

The danger is clear: if the product disappoints, the message backfires.

Dr Grace Kite put it best:

“I’m sitting back with popcorn, expecting—hoping—for good things.”

But hope, as we know, isn’t a strategy.

Frequently Asked Questions

Q: Can great advertising turn a company around?

A: Yes. Only when paired with a product that delivers. Apple succeeded because the iMac lived up to the promise of Think Different.

Q: Why does brand heritage matter?

A: Heritage creates emotional equity. Ignore it, and you risk alienating loyal customers who helped build the brand in the first place.

Q: Isn’t a fresh start sometimes necessary?

A: Of course. But the most successful rebrands honour the past while stepping into the future. They connect the dots.

Q: Is Jaguar doing the wrong thing?

A: Not necessarily. But the campaign’s success will rest not on aesthetics—but on the quality and reliability of what comes next.

Q: What should family businesses learn from this?

A: Don’t lead with story unless the structure can support it. If your product or service isn’t solid, no amount of storytelling will fix the foundation.

Before you launch your next big idea, test the substance beneath the style.

✅ Revisit your product promise

✅ Check it aligns with your brand’s roots

✅ Use the FAQs above as a checklist before you rebrand or relaunch

Because people don’t just buy your story.

They buy what you make of it.

And, as Steve Jobs showed, the real story gets written when the product lands in someone’s hands.

Stephen Bray mentors people navigating change — in business, family, or self. He helps them find the signal in the chaos. Learn more here.

Image courtesy of Jaguar. Fonts via Google.

© 2025 Stephen Bray. Patterns in life and business — told simply.