Saturday, March 29, 2025

Should you take an unpaid internship?


Should You Take an Unpaid Internship? A Professional Perspective

Unpaid internships are controversial, particularly for students and individuals new to the workforce. They emerge as a potential gateway to invaluable experience and skill-building, yet they inherently raise concerns about inequality and fairness. For any professional wondering whether to offer them or for any student debating whether to accept, it’s crucial to carefully consider the broader implications. Let's explore the key factors involved.

The Reality of Unpaid Internships

Unpaid internships have become standard across various industries. Many companies rely on unpaid interns as a cost-saving measure, filling crucial roles without offering compensation. These opportunities are often described as valuable learning experiences but come at a cost not everyone can afford.

For students or early-career professionals, taking on unpaid work is deeply personal. Ask yourself:

  • Are you financially able to work without compensation?
  • Will this role provide you with tangible skills and experience that align with your long-term goals?
  • Is there an opportunity for mentorship or building meaningful industry connections?

Ethical Concerns for Employers

For business owners and HR professionals, the ethics of unpaid internships cannot be ignored. While there may be short-term gains, unpaid internships can perpetuate inequality:

  • Limited Accessibility: These roles often exclude individuals who cannot afford to work for free, resulting in a lack of socioeconomic diversity among candidates.
  • Cognitive Dissonance: Businesses promoting values like Diversity, Equity, and Inclusion (DEI) or employee well-being may suffer reputational damage if their actions do not align with these values. Is requiring unpaid work consistent with the mission and culture you want to build?
  • Brand and Culture: If your employees are your brand, as many experts say, what does relying on unpaid labor say about the authenticity of your values?

Employers should consider whether unpaid internships align with their company's goals. Instead, consider offering paid internships, which ensure financial fairness while enabling mentorship and skill development.

Perspectives from the Ground

Reflecting on personal experience, there is a clear divide in how unpaid internships impact individuals based on financial circumstances. For some, these roles provide invaluable entry points into competitive industries. For others, they are simply inaccessible due to the economic burden of working without pay.

Take, for example, a law student pursuing an unpaid internship at a prestigious firm. While the experience may boost their legal knowledge and CV, they might have to live off savings or depend on family support during this period. On the other hand, another individual from a less privileged background may not have the luxury of accepting a similar opportunity, even if it is equally beneficial.

Similarly, startups frequently hire unpaid interns for marketing, operational, or creative functions. But are these roles designed as learning opportunities, or are interns being exploited to meet organizational goals?

In my experience, large established businesses, like law firms, consulting companies, and banks, have internship programs better designed to build a student's skills, than, for example, a startup, where interns may feel taken advantage of (by a poorly designed internship).

Also, check out the revolutionary Co-op/internship program set up by my college, Northeastern University, in Boston, Massachusetts, USA. It has hundreds of high-quality paid student internships with great companies like Microsoft, State Street, Amazon, Google, Wayfair, Novartis, Merck, Hubspot, Salesforce, and Fidelity.

Perhaps UK Universities should investigate this model? Northeastern has been running this innovative Co-op/Paid Internship program since 1909.

When I studied for my MBA, I worked part-time (paid) in the office of corporate programs that managed these relationships.

Startups must remember that while unpaid internships may seem viable in the scarcest moments, fostering genuinely fair employment practices will ultimately result in higher loyalty, better workplace culture, and a more diverse workforce.

Key Questions to Consider as an Intern or Job Seeker

  • Does this internship align with my career goals? Will it provide relevant skills, professional growth, and opportunities to build connections?
  • Is this financially viable? Can you afford to dedicate the time and effort without receiving compensation?
  • What is the company’s track record? Research what past interns or employees have said about the company's culture and practices. Transparency here matters.
  • Trust your instincts: If something feels off or exploitative about the setup, it’s okay to decline.

The Larger Context of Equality and Corporate Roles

Inequality within the workforce has steadily grown, as economic experts like Thomas Piketty and Gary Stevenson emphasize. While internships can help close skills gaps, the exclusivity of unpaid positions only widens economic divides. Inequality is not just about wages but also access to opportunities.

Companies truly invested in DEI initiatives or promoting workplace well-being should reflect on these issues. Supporting unpaid internships may contribute to broader structural inequality, regardless of how good the intent is.

Moving Forward as Professionals

Ultimately, whether paid or unpaid, internships reflect an organization's values, culture, and long-term outlook. Companies should be transparent about their goals and ensure that any unpaid roles genuinely benefit candidates while promoting fairness.

For individuals, remember that unpaid roles are not the only pathway to a rewarding career. Weigh your options carefully, seek mentorship, and prioritize positions that foster growth and respect your contributions.

My Personal Perspective

I took a ‘mini-pupillage’ at law school at LSE – a summer unpaid internship at a barrister’s chambers in Gray’s Inn, London. I was joined by another affluent French student studying Economics at the Sciences Po Institute in Paris. 

We got along great, and I learned a lot, not least from spending a month working on personal injuries for David Kemp QC (author of the famous Kemp & Kemp personal injuries guide).

However, if Pierre and I had been poor, would we have been able to work unpaid in central London for an entire summer? Later, I worked an unpaid internship at a New York Investment Bank

Yet again, I learnt valuable skills, like financial modelling in Excel, and made good connections with students like me.

Everyone I worked with there had attended well-known US universities like Tufts, Dartmouth, Rochester, or Columbia, and schools like Philips Exeter, Choate, and  Horace Mann. 

Are you a student or new professional contemplating an internship?

-Have concerns or want advice?

By most accounts, the job search field is challenging right now—some may even call it 'the wild west'. I have plenty of experience in this area, and my wife, Catherine, is a Senior HR leader with over 20 years of experience (including running the US graduate recruiting program at Mckinsey for four years).

Feel free to reach out—I’m happy to help you navigate these challenges. Sometimes, a little guidance makes all the difference when deciding whether to take the leap.

Visit my website for more information on job search, interview preparation, culture, human resources, talent management, development and acquisition.

Thursday, March 20, 2025

The Secret to Building an Unstoppable Brand Community


Authenticity is a key driver for loyalty in 2025. Enterprises that foster true community engagement build deeper relationships, attract brand ambassadors, and grow sustainably. To better understand how this works, let's take a look at two examples of successful brand-community building and show how you can apply those principles to your organization.

The Harley-Davidson H.O.G.™ Program—A Case Study in Loyalty

I first became interested in Harley Davidson's marketing program when studying marketing with Dean of the school, Susan Fournier, at business school. In 2005, when I was pursuing my full-time MBA at Boston University School of Management, I wrote a paper about organisations that had a devoted fan base drawn to their authenticity.

This idea was inspired by classes taught by the then marketing professor, now dean of the business school, Susan Fournier.

When I wrote my paper about brand communities in Marketing, I was specifically influenced by her groundbreaking Harvard Business School case study** Susan Fournier wrote this innovative case study about the Harley Davidson Owners Group, or ‘Hogs'. It was HBS's first-ever 'multi-media' case study.

The Harley Owners Group (H.O.G.™) is an excellent case study in building loyalty through community. Harley-Davidson doesn’t compete on performance metrics like speed or durability—its motorcycles are often outperformed by competitors like Yamaha or BMW. The brand’s success is instead rooted in the emotional and social bonds it creates with its customers.

Key highlights of the H.O.G.™ program include:

  • Membership Tiers: Full Membership for bike owners and Associate Membership for passengers, ensuring inclusivity within their user base.
  • Local Chapters: Regular rides, events, and gatherings bring members together, reinforcing a sense of community.
  • Unique Experiences: Access to Harley-Davidson rallies, exclusive events, and a loyalty partnership program with benefits for partners like Hard Rock Café and Insta360.
  • Shared Identity: Members are encouraged to celebrate the raw, authentic side of Harley culture—like cleaning grease from their bikes after rugged journeys.

This grassroots approach makes loyal customers into brand advocates, strengthening both retention and word-of-mouth marketing. Now, how does this concept translate to marketing generally?

Lessons for Marketing Professionals—Building Your Advocacy Program

Just like Harley-Davidson, companies can create loyal communities that drive advocacy and organic growth. Here’s how:

1. Develop a Micro-Influencer Program

Micro-influencers—those with niche, engaged audiences—are ideal for representing your service or product. These individuals often inspire higher trust than large influencers.

  • Start Small: Identify users already advocating for your product on LinkedIn, Twitter, or forums.
  • Provide Value: Offer them exclusive benefits, such as early access to product updates, premium features, or recognition within their community.
  • Encourage Genuine Advocacy: Just like Harley riders sharing trip stories, provide channels for micro-influencers to share authentic use cases and successes with your platform.
  • Read our guide: How to get started with your Microinfluencer programme.

Below: A dynamic B2B SaaS Brand Community - dbt analytics engineering

2. Enhance the Customer Experience with Community

Building a loyal community is about investing in relationships as much as technology. Look to create programs that mirror the social and emotional connections found in Harley’s H.O.G.™ program.

  • Interactive Communities: Create a dynamic Slack workspace or LinkedIn group for your users to exchange ideas, support each other, and build relationships.
  • Exclusive Content: Offer webinars, expert-led sessions, or how-to guides only accessible to community members.
  • Host Regular Events: Virtual or in-person events can make customers feel more connected to your brand. Highlight success stories from your users.

3. Deepen Usage Through Expertise

For SaaS tools, loyalty comes from becoming indispensable. Prove your software’s value by helping customers make the most of it. As marketing guru Pierre Heurbel puts it, make sure your company is providing 'a pain killer not a vitamin'.

  • Onboarding Success Teams: Offer one-on-one onboarding, workshops, or team training sessions.
  • Tangible ROI Metrics: Regularly showcase quantifiable benefits users gain from improved productivity, growth, or cost-savings using your platform.
  • Actionable Feedback Loops: Celebrate community input by swiftly implementing requested improvements, then credit those users for their contributions.

4. Turn Clients into Ambassadors

Happy clients are your best marketers, so turn them into visible advocates for your brand.

  • Reward Referrals with free subscriptions, upgraded plans, or other perks.
  • Create Public Showcases via case studies, video testimonials, or AMA panels featuring your customers.
  • Offer Co-Creation Opportunities like beta programs or customer advisory boards to make clients feel directly connected to your business’ growth.

5. Don’t Shy Away from Authenticity

Taking risks and showing boldness can build stronger loyalty—look at Nike’s controversial campaign featuring Colin Kaepernick. Like Nike, if your SaaS tool, or product, truly aligns with a strong stance or ethos, don’t hesitate to amplify it. Whether it’s a commitment to sustainability or championing inclusivity in the workplace, showing authenticity resonates powerfully with customers.

The Community Advantage

Building a deeply engaged community isn’t just an idea for consumer brands like Harley Davidson, Apple, Nike Lululemon, or on the B2B side with companies like Hubspot, Salesforce, Adobe and Monday.com. It’s a necessity for modern companies looking to stand out in a competitive market.

By forging real emotional and professional connections, offering tailored experiences, and giving your customers opportunities to champion your brand, organizations can build long-lasting loyalty while driving advocacy and sustained growth.

** Harvard Business School - Building brand community on the Harley-Davidson Posse Ride

Next Steps

Interested in developing your own micro-influencer or ambassador program? Start by exploring my Micro-influencer guide

Saturday, March 15, 2025

How to get started with a micro-influencer program for your company

 

How to Get Started with a Micro-Influencer Program for Your Company

The cost of digital advertising is rising. Competition is intense, platforms are saturated, and privacy changes have reshaped how we reach audiences. It’s no wonder companies are seeking more cost-effective, authentic ways to connect with their customers. Enter micro-influencer marketing.

Micro-influencers may not have millions of followers, but they wield a unique power in driving engagement and trust. Studies show they deliver nearly 3x the ROI compared to celebrity endorsements. Curious how to make this strategy work for your business? This comprehensive guide will walk you through everything you need to know to build your own micro-influencer program.



Why You Can't Ignore Micro-Influencer Marketing

Rising Costs of Traditional Paid Ads

With the skyrocketing costs of digital advertising, even the savviest marketers are feeling the pinch. Here’s how ad costs have surged across major platforms:

  • Meta (Facebook and Instagram) Ads: Average CPC has increased by 20–30% year-over-year in certain industries.
  • Google Ads: CPC rates rose by 15–25% in 2023, making search ads more expensive than ever.
  • TikTok Ads: Costs jumped 30–50%, as brands rushed to capture Gen Z’s attention.
  • Amazon Ads: The cost of Sponsored Product Ads skyrocketed by 29% between 2021 and 2023.

Couple these rising costs with decreasing Return on Ad Spend (ROAS)—20% lower in 2023 than in 2022, according to Tinuiti—and declining precision in targeting due to Apple’s iOS privacy updates, and it’s clear that traditional ad tactics aren’t as sustainable as they once were.

Why Celebrity Endorsements Are Losing Their Edge

Celebrities are household names, but when it comes to authentic connections with audiences, they fall short. According to a 2022 Marketing Science study, low-status influencers (like micro-influencers) yield a return on investment three times higher than high-status influencers. Why?

  • Trust and relatability: Consumers trust influencers who share unpolished, real-life moments over glossy advertisements.
  • Niche appeal: Micro-influencers target specific groups, delivering hyper-relevant messaging.
  • Higher engagement rates: Their followers are more likely to engage with content since the relationship feels personal.

Micro-influencers offer authenticity, affordability, and measurable ROI, making them ideal for brands looking to grow sustainably.



Tools You Need to Start Your Program

Building a successful micro-influencer program takes the right tools to find, connect with, and manage the right talent. Here’s a breakdown of the must-have platforms:

Influencer Discovery & Identification

Finding the perfect micro-influencer starts with discovery tools that offer detailed audience insights.

  • Heepsy: Specializes in identifying micro-influencers with robust analytics.
  • Upfluence: Integrates e-commerce data to track ROI.
  • AspireIQ: Ideal for managing long-term influencer collaborations.
  • Modash: Best for Instagram, TikTok, and YouTube searches with segmented filters.
  • HypeAuditor: Excellent for verifying influencer authenticity and preventing fraud.

Outreach & Relationship Management

Outreach can be time-consuming, but these tools automate the process to keep it seamless and personal.

  • Pitchbox: Automates influencer outreach with email sequencing.
  • BuzzStream: Great for tracking your conversations and building relationships over time.
  • NinjaOutreach: Pre-loaded with influencer contact information and message templates.

Campaign Management & Workflow

Streamline collaboration and track campaign performance with these platforms.

  • Afluencer: Matches you with influencers actively seeking partnerships.
  • Mavrck: Scales campaigns while helping you establish ambassador programs.
  • Brandbassador: Focuses on building long-term micro-influencer ambassador programs.

Content Creation & Collaboration

The foundation of a micro-influencer campaign is high-quality, engaging content.

  • Canva Pro: Helps influencers craft visually stunning branded content.
  • Figma: Perfect for collaborative visual design projects.
  • Later: Simplifies Instagram content planning.

Tracking & Analytics

Measure campaign success and gather actionable insights with these tools.

  • GRIN: Syncs seamlessly with e-commerce stores to track influencer performance.
  • Traackr: Offers in-depth metrics on influencer campaigns.
  • Mention: Monitors brand mentions and gauges campaign impact in real time. Plus - there's a 14-day free trial!

Affiliate & Referral Integration

For campaigns with a sales focus, these tools help track referral-driven results.

  • Refersion: Integrates influencer sales into referral marketing.
  • Tapfiliate: Generates unique referral links for ROI tracking.
  • Rewardful: Tailored for SaaS and subscription businesses.

No matter your goals, the right toolkit will make launching and optimizing your micro-influencer campaigns far more effective.

B2B micro-influencer programs:

  • Modash (discovery)
  • BuzzStream (outreach)
  • GRIN (campaign tracking)
  • Refersion (for referral integration)


How to Build Your Micro-Influencer Program

Follow these 5 simple steps to create a high-impact program tailored to your business:

Step 1: Define Your Goals

Are you aiming to increase brand awareness, boost sales, or promote a product launch? Clear, measurable objectives will guide your strategy.

Step 2: Identify Your Ideal Influencers

Use discovery tools like Modash or Heepsy to identify influencers whose audience aligns with your target demographic. Focus on engagement rates over follower count for maximum impact.

Step 3: Craft Personalized Outreach Messages

Build genuine relationships by sending thoughtful, tailored messages. Tools like BuzzStream and Pitchbox can help automate this process without compromising personalization.

Pro Tip: Keep it short and compelling. Highlight why your brand is a good fit for their content and audience.

Step 4: Launch Your Campaign

Start with a pilot program that includes a small group of influencers. Provide clear guidance, creative briefs, and branded assets to ensure consistency across deliverables.

Step 5: Track, Analyze, Optimize

Measure your campaign’s performance using analytics tools like GRIN or Traackr. Track KPIs like engagement rates, ROI, link clicks, and conversions. Use the data to refine future campaigns for even better results.

Looking for a powerful all-in-one solution? Try InfluencerMarketing.ai. It uses AI to discover ideal creators, streamline management, and deliver detailed insights so you can make data-driven decisions. Plus, there’s a free 7-day trial!



Unlock the Power of Micro-Influence

Micro-influencers are transforming the way brands connect with audiences. Their authenticity, focused reach, and cost-efficiency make them a must-have for businesses navigating the challenges of today’s digital landscape.

With the right tools, strategy, and data-driven insights, you can create a micro-influencer program that drives meaningful engagement and measurable ROI. Whether you're a B2C or B2B brand, the time to get started is now.

Take the first step today by exploring platforms like InfluencerMarketing.ai. Start your 7-day trial to experience the future of influencer marketing firsthand.

See screenshot below for an example of one of their influencer finder dashboards.


Want to find out more? Read our blog post on The Power of Micro-influencers, or our Guide to Micro-influencer Marketing



Sunday, December 29, 2024

How AI Can Solve your Management Crisis and Boost Productivity



The UK is facing a productivity crisis. Over the past decade, the country has struggled with stagnating output, with productivity growth falling to levels last seen over a century ago during Queen Victoria's reign. This isn’t just a minor inconvenience—it’s a significant economic drag. Experts have pointed to poor management practices, outdated methods, and slow technology adoption as core reasons for this decline.

But there’s hope. Artificial Intelligence (AI) promises to transform the traditional role of managers and revitalize productivity across industries. By leveraging AI to automate, analyze, and support, UK businesses could overcome management challenges and regain a competitive edge in the global market.

This post explores the link between poor management and low productivity, the transformational role of AI, and what the future might look like not just for UK managers but any business leaders across the globe struggling to increase productivity and innovation.



The Problem: A History of Management Struggles

The UK has consistently underperformed compared to advanced economies like the US and the EU. From 2008 to today, output per worker has barely shifted, with the country sitting 36% lower in productivity growth than it would have been had pre-2008 trends continued.

Why has productivity stalled?

  • Outdated Practices: Many businesses still rely on manual, inefficient systems that no longer suit the complex demands of modern work.
  • Leadership Gaps: Poor investment in management training and leadership development is evident, leaving many managers unequipped to lead teams effectively.
  • Resistance to Innovation: A failure to adopt emerging technologies like AI, which could improve efficiency, has further slowed progress.

Reports from Citi reveal a sharp reduction in high-growth UK firms, signaling a troubling lack of ambition and innovation. Simply put, the UK needs to make bold changes if it’s to reverse this trend.

Enter Artificial Intelligence.



The Role of AI in Revitalizing Management

AI isn’t just a tech buzzword; it’s an effective tool capable of transforming businesses from the ground up. While human leaders are (and will remain) essential, AI is a powerful assistant that enhances productivity and decision-making. Here’s how AI could revolutionize management practices in the UK:

1. Automation of Routine Tasks

Managers spend disproportionate time on administrative tasks like scheduling, reporting, and monitoring project progress. AI can streamline these processes**. Tools like intelligent schedulers, automated KPI trackers, presentation aids, and email assistants reduce time spent on operational tasks, allowing managers to focus on strategic priorities.

Imagine a manager freed from repetitive admin work and instead focusing on leading team initiatives or solving customer challenges. Automated tools make this shift possible.

2. Smarter Decision-Making with Data Insights

Statistics show that 63% of managers admit to struggling with data analysis. AI thrives at processing vast volumes of data and generating actionable insights at scale. AI platforms can analyze team performance, market trends, customer preferences, and real-time budget allocations.

For example, AI-driven dashboards powered by tools like Tableau or Power BI generate reports that help identify inefficiencies and opportunities immediately. Managers can confidently make evidence-based decisions to optimize costs, enhance operations, and deliver more impactful results.

3. Employee Development Powered by AI

Employees drive productivity, but many managers lack the tools to nurture their teams effectively. AI systems analyze employee performance metrics to identify skill gaps, recommend tailored training programs, and even evaluate engagement levels.

Platforms like Lattice or Humu provide predictive analytics to managers, helping them understand when employees might disengage and offering solutions to re-engage them proactively. The result? A happier, more motivated, and highly skilled workforce.

4. Enhanced Team Collaboration

Miscommunication and siloed teams* are productivity killers. AI can eliminate these pain points by integrating communication tools that streamline collaboration. AI analyses interpersonal dynamics and identifies team bottlenecks while recommending solutions.

For example, platforms like Microsoft Teams use AI to suggest optimal meeting times across time zones or flag communication breakdowns within teams.

5. AI-Driven Leadership Development

Leadership is crucial to productivity, yet many UK managers lack sufficient training. AI tools go beyond assisting with tasks and actively help managers improve their skills. Platforms like Butterfly.ai or CoachHub provide personalized coaching and real-time feedback on leadership behaviors, enabling managers to learn and grow in their roles.

With AI as a leadership coach, managers can gain unbiased assessments of their strengths and identify areas of improvement—accelerating their ability to lead teams effectively.



Why Human Judgment Can’t Be Replaced

While AI brings substantial benefits, businesses must recognize that it is a supplement to, not a replacement for, human managers. AI can process complex datasets and make recommendations but lacks the creativity, empathy, and moral judgment that human leaders bring.

For example, managing a team through a crisis, building trust, and resolving conflict are areas where human intelligence continues to outshine even the most ingenious algorithms. The key lies in striking a balance, where humans use AI as their sidekick to amplify their strengths, not substitute them.

Transparency and trust are critical ingredients in ensuring AI adoption within organizations. Managers must explain how AI tools are used, establish unbiased algorithms, and demonstrate fairness in data handling to maximize their teams’ confidence in the technology.



Managers of the Future

The introduction of AI will inevitably transform managers' responsibilities, but not in the way many fear. Rather than eliminating managerial roles, AI will allow future managers to focus on higher-level strategic initiatives while routine tasks and data-heavy analysis are delegated to machines.

Here’s what the skill set of a future manager might look like:

  • Strategic Visionaries: Managers will spend more time focusing on long-term business direction and innovation. Think big-picture strategies rather than daily operational concerns.
  • Data-Driven Decision-Makers: With AI tools generating actionable insights, managers must interpret, adapt, and drive outcomes based on this information.
  • Collaborators and Culture Champions: Managers will continue prioritizing team cohesion and culture, leveraging AI to enhance collaboration without losing the human touch.
  • Continual Learners: AI evolves rapidly, meaning managers must stay updated with advanced tools and techniques to remain effective.

The combination of empathetic leadership and AI-generated efficiency will define what it means to be a great leader in the future. Managers will require different skill sets from today and must adapt to remain successful.



A Brighter Future for UK Productivity

The stagnation of productivity in the UK is not irreversible. AI offers the tools needed to automate inefficiencies, enhance decision-making, and develop talent—turning current management challenges into opportunities for growth. However, success will require more than just implementing technology—it will need managers willing to adapt, learn, and lead purposefully.

To remain competitive in the global economy, the UK must prioritize both AI integration and comprehensive management development. By doing so, businesses can thrive in an increasingly fast-paced world.

Now, the question is no longer whether AI can enhance productivity in management—it’s whether businesses are ready to make that leap forward.

What's my favorite AI tool right now?

Being a full-stack marketer, I would have to choose Jasper AI, the perfect all-around AI marketing platform.

*Silos happen because of the culture - culture is created by the leadership team. Whenever you have a phenomenon, ask, 'Who is this serving?' - the psychology of silos in organizations runs deep, is complex, and is hard (sometimes impossible) to reverse. It's not unlike mental illness in person - we know that thinking differently will benefit them, but where and how do you start? And do they even want to change? Therefore, though AI can help solve these problems, realistically, it requires more penetrating (human) work deep into the organization. Superficial or tech-only fixes rarely work on such ingrained issues.

**Notion is a good AI Management tool if it is appropriately configured. Unfortunately, the last time I used it, it was not set up to be user-friendly, which was somewhat frustrating. If you are new to this platform, get help integrating it into your tech and team functions. Like many new technologies, half the success depends on how it is set up. 

Further reading - For Success with AI, Bring Everyone On Board

Best AI productivity tools in 2025

Saturday, November 23, 2024

Learning from the Jaguar rebrand campaign

Many marketers, advertisers, auto manufacturers, consumers, and the general public have criticized the Jaguar rebranding campaign.

‘It’s like murdering a British Icon. They may as well have shot Paddington Bear.’

‘That font looks like it belongs on a pink lemonade flavored condom,’ and 'the logo and color make the brand now look like a vape brand that only children buy.’

About the ad itself, one astute and funny commentator said, ‘shit looks like if Quibi made Star Trek.’

Times columnist Giles Coren rightly points out that the rebrand has alienated Jaguar’s core market—middle-class, middle-aged consumers —and replaced it with fans who probably would not even buy a car, let alone a Jaguar.

Jaguar sales have dropped significantly in recent years, with sales in 2024 being around 33,000 units compared to 180,833 in 2018. 

They used a 'Copy nothing' tagline, with a woman wielding a sledgehammer next to the line 'break moulds' - even though, ironically, many have spotted similarities with that and the iconic '1984' Apple ad of the '80s.

Iconic 1984 Apple Ad


'Copy Nothing' 2024 Jaguar Ad


Jaguar managing director Rawdon Glover said the intended message had been lost in “a blaze of intolerance” on social media and denied that the promotional video was designed as a “woke” statement. He defended Jaguar’s ‘bold’ rebrand.

But I agree with social media —it’s a terrible ad, and the old logo is way better. What’s to defend?

What I’m dying to know is -

Where were the honest, critical, informed voices at Jaguar, when this entire campaign was built? Silenced? Or not even there?

Either option is disastrous. However, examining the background of the Jaguar CEO can provide insights into Jaguar's culture.

Rawdon Glover was head of operations at Volkswagen, when the company conspired to falsify emissions data. Whistleblowers at Volkswagen at the time said that the company:

> Was authoritarian

> Pressure to succeed was overwhelming

> Criticism of any sort was not tolerated

And how can I not think he brought that same culture to Jaguar? Since culture almost always percolates down from the top of organizations.

It got me thinking about these same issues in my career. First, having lived in the US for ten years and in many other countries, like Colombia, Venezuela, India, Australia, Spain, and the Netherlands, I am qualified to spot cultural blindspots. 

I've also experienced many communication and management styles, enabling me to understand what's effective and what isn't, as well as what is necessary, and what is counter-productive. 

 

  • In the UK, we generally find it hard to disagree (see chart above) and are often too keen to keep quiet rather than risk offending. 
  • In the Netherlands, great projects get derailed due to the obsession with committee decisions.
  • In Germany, thinking is sometimes too theoretical and not pragmatic enough. ('pragmatisch' is virtually a dirty word in Germany!). 
  • In the US, companies and leaders are sometimes too quick to abandon people, projects, and ideas. Americans can lack patience.

I’ve seen countless examples of management missteps in my career.

Usually, it's due to 'groupthink' and a fear of expressing opinions that diverge from those of senior leadership - that derail things. Often, it's a failure to listen to the experts.

Just like what happened with this Jaguar rebrand campaign. 

In each case, management doubled down on the error—just as the Jaguar boss did. 

This merely compounds the problem - a glaring demonstration of the sunk cost fallacy. 

As mentioned, Senior leadership's double-down on these mistakes could well have been as much due to experts in the company not speaking up as it was due to the leaders being 'stubborn' or deciding to throw good money after bad. 

I know it’s easy to spot problems - most of us can do that. But I’d like to offer a few solutions to myopic management thinking and the allure of biases, that can prove fatal to sound marketing strategy (to avoid the Jaguar debacle):

1. Encourage your team's contrarians, thinkers, creatives, and experts to speak up.

2. Create psychological safety. Ninety per cent of your employees will gravitate towards accepting bad decisions by senior management rather than risking the consequences of speaking out. 

You must fight against complacency and stagnation to create a dynamic workplace that rewards new ideas and people who take risks in expressing their views.

3. When you encourage people to speak up, there is a danger that they will complain without hope or even desire for problem resolution.

These 'help-rejecting complainers' can be perplexing and amusing in equal measure.

So, once you get your team to open up, you must keep the outlook positive, and inspiring. ‘We talk about problems to find solutions’ should be the mantra.

And above all, speak to a range of experts before you spend a fortune on a logo, website, or even campaign rebrand.

Book a free consultation here. or get in touch via email at rparker@rudylearningaboutstartups.com