Jaguar's turnaround has taken its next public step with a new global brand direction and a marketing campaign called "Alive." The marketing will lock in on Jaguar's visceral connection with buyers, "positioning the brand as animate – seductive, emotional, unique, energetic and high-performance – while asking consumers, "How alive are you?". It will be supported on television, in print, on the web and with events, and will attempt to explain to younger buyers not only why they should be considering a Jaguar, but what Jaguar means as a brand.
Autoblog, Jaguar unveils new global brand direction with 'Alive' commercial
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