You have the right to make decisions that others might think are unwise

This is what I took away from the reaction about Jaguar’s new logo:

1. Letting go of what has been is a good thing (even when other’s don’t think your new direction is a good idea)

2. It takes courage to stand out (and even then it’s not always wise).

It’s taken a week for me to ponder the day the world lost their minds over a re-branding. Why did we even notice? Jag has been changing it’s branding every few years and no-one really noticed, let alone loses their shit over it. And yes, the font has changed too. Maybe it’s dropping of the cat, because we all know not to mess with cats… (though that only turned up in 1957). Is it because Jag is part of the fabric of the British identity? (no, the colonial irony is not lost on me either).

I actually think it’s really good marketing. Provocative and irritating almost everyone in one foul swoop. Which is impressive. (I want to think it was intentional, but I am sure there was a big lump of good luck in there too).

So what does that tell us about ourselves?

First: what you choose to do is absolutely none of anyone else’s business.

When I worked in the mental health and learning disabilities field we worked a lot with the Mental Capacity Act, which has the ‘unwise decision’ principle enshrined in it. Basically, as long as you have capacity, you are allowed to make what others perceive as an unwise decision*.

And it is true for you too. Yet you often over-wrap yourself in bubble-wrap or acquiesce to the opinions of others to stay in the same less-than-content state. You are allowed to choose your own direction.

Even if other’s think it is unwise.

People are allowed to have opinions- even forceful ones. You have the right to decide to change and direct your life in the way you want to.

Just like the Jaguar re-branding, you will need to weather some noise in the short term. People have short attention spans and will be shouting about someone else in a few days… And as I am late to the Jaguar party… I can see they already are.

Ultimately, you are allowed to do what feels right for you. It is okay for you to let go of what or who you have been and reinvent yourself. Whether that stands the test of time or not… well, that is all part of the adventure.

You are the only person you are guaranteed to live with for the rest of your life- make this person someone you love and are proud of.

Second: (and trust me, I know this from experience as someone who has visually stood out since I was allowed to choose my own clothes) it takes real courage and strength to stand out from the crowd.

And I don’t even mean in an antagonistic way that some people (including me on occasion) do.

Wearing garments that bring you joy (rather than what is on-trend or expected) is putting a sign on your body asking for unsolicited opinions. Again- they are actually none of your business (unless you are breaking health and safety or other laws**). It’s also a statement about who you are, which will attract or repel people. That’s marketing baby! In their new branding, Jag is doing just this and staying in with the ‘in’ crowd of high end branding trends. This is a decision they have made.

Here is the thing: Most people don’t trust anything that deviates too far from their norm. So, to get mass appeal, you need to stay within touching distance of your competitors/ comrades. This is a choice. Make it consciously and knowing the impact this choice will have on you and/ or your business.

It’s a choose your pain situation.

Stay close to the pack and you will be competing for the attention of the same bunch of people. Sure, you won’t set the world alight with any of your ideas or actions… you will be part of a stability and predictability we all need.

Stand out and you will alienate most people and need to work harder to find your people. There is no heroism for standing out - it’s often a lonely and unpredictable place. Yet we are the ones who push ideas and thoughts, which then become the new normal.

There is rejection either way and also the same amount of (if different) work to do too.

Jaguar has done their thinking and made their choice.

Have you?

*there are some specific extensions to this about assumptions of capacity and capacity to actually make the decision, but delving into that too far would derail the point of this. **and no, this is not the place for discussing decency laws or health and safety for that matter. Though I have opinions… ahem.