Volvo Wins: Telling the Story, Capturing the Imagination, and Driving Connection
When it comes to brands that make an impact, it’s never just about the product or a new logo. What sets the greats apart is their ability to tell a story—one that connects, inspires, and leaves you with no doubt about who they are and what they stand for. Three brands have recently caught our attention for how they’ve approached this mainly due to a controversial rebrand: Jaguar, Volvo, and Porsche. Each offers a lesson about the power of storytelling in shaping how we perceive a brand.
If you’re thinking about rebranding or refining how you tell your story, take note—change is inevitable for any company that wants to evolve, grow, and stay true to its vision for the future. It’s not just about updating your look; it’s about crafting a story that truly resonates. Volvo has absolutely nailed this—chef’s kiss.
Jaguar: The rebrand we're all talking about ??
Jaguar’s rebrand has certainly caused a global stir. On one hand, it’s bold —but it’s also left a lot of people asking, “Why?” it’s left audiences divided, with many questioning whether the essence of Jaguar has been lost in the process with this new look.
That said, rebranding is not easy. It’s a chance to redefine who you are—but if the story isn’t clear, audiences may feel disconnected or confused. However, perhaps this is just the start of Jaguar’s journey. If we’re patient, they might yet tell a story that makes sense of this bold move. It’s worth noting that even iconic brands evolve their visual identities as part of larger shifts in their vision.
Volvo: A Masterclass in Storytelling
Volvo, on the other hand, is showing us exactly how it’s done. Their latest advert—created with Hoyte Van Hoytema the Cinematographer from Christopher Nolan's Oppenheimer, Interstellar is less of a commercial and more of an emotional experience.
The car barely appears, but it doesn’t need to. The imagery and tone are enough to tell you what Volvo stands for: safety, reliability, and protecting what matters most.
It’s a brilliant example of how storytelling can create a feeling that sticks. Volvo isn’t just selling cars—they’re selling trust and connection. It’s a perfect example of how a brand can evolve for a new generation while staying true to its roots.
Porsche: Sparking Curiosity Through Taste
Finally, there’s Porsche. Their collaboration with New York-based fashion brand Aimé Leon Dore is a reminder that storytelling can bridge worlds and spark intrigue.
Having personally visited Aimé Leon Dore’s Broadwick Street store in London, I can confidently say the partnership makes sense. The moment you step inside, you’re immersed in the heart of New York City. It’s an experience designed to leave an impression.
For those unfamiliar with Aimé Leon Dore, though, this collaboration might raise some eyebrows. But rewatching the advert reveals a shared thread—taste.
Taste transcends age, culture, and background. It’s about appreciation for design, craftsmanship, and understated elegance. That’s exactly what Porsche and Aimé Leon Dore achieve together, using their collaboration to tell a story that connects the heritage of classic cars and modern fashion.
The subtlety of this approach leaves you curious and wanting to know more.
The Lesson for Brands and Startups
These examples underline a simple truth: storytelling isn’t optional—it’s essential. Whether you’re rebranding, launching, or scaling, your story is the bridge between your brand and your audience.
Volvo demonstrates how emotional resonance fosters trust and relevance. Porsche shows how partnerships can spark curiosity and connect with new audiences. And Jaguar, while still finding its footing, reminds us that bold changes need clarity and vision to bring audiences along for the ride.
Ultimately, it’s not just about what you sell but why it matters. In a world full of noise, it’s the stories we tell that make the difference between being noticed and being remembered.