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Who Are You?

Create a strong brand identity to make sure everyone knows.

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This story appears in the September 1997 issue of Business Start-Ups magazine.

What do you think of when you think of Jaguar? Luxury? Style? Exclusivity? A strong identity?

The people at Jaguar and its agency, Ogilvy & Mather Direct, hope you think of all these things. To help ensure that you do, they've recently developed a targeted, integrated campaign for their first new sportscar in 20 years--the XK8. Every promotional piece, from the point of advertising through the point of sale, reinforces that message through a consistent look and feel and consistent language.

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