In this episode of The Sleeping Barber, Charlotte Blank, US CMO of Jaguar Land Rover, shares how the brand balances heritage with modern luxury. She explores the power of creative advertising, the role of psychological research in understanding consumers, and how marketing science supports strategic decisions. The conversation also dives into the Jaguar rebrand, the success of the Range Rover Sport campaign with Theo James, and the need for evidence-based, data-driven marketing to justify spend and deliver a seamless customer experience.
Enjoy the show!
Our Guest
Charlotte Blank
US CMO at Jaguar Land Rover North America
Member Board of Trustees, Advertising Research Foundation (ARF)
Advisory Board Member, Penn Master of Behavioural and Decision Sciences
Harvard, MBA
https://www.linkedin.com/in/charlotte-blank/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
00:00 Introduction to Jaguar Land Rover's Marketing Strategy
02:58 Balancing Heritage and Modern Luxury
06:08 The Role of Marketing Science in Decision Making
08:58 Charlotte Blank's Unique Career Path
12:06 Behavioural Science and Marketing Insights
14:53 Understanding Consumer Behaviour Through Psychological Research
17:59 The Impact of Creative Effectiveness on Brand Growth
21:10 The Range Rover Sport Campaign with Theo James
23:55 Adapting Marketing Strategies for Different Markets
26:58 Evidence-Based Marketing and Its Impact on Performance
34:36 The Importance of Creative Advertising
36:11 The Jaguar Rebrand: A Bold Move
42:11 Understanding Consumer Psychology
48:01 Marketing Challenges and Solutions
51:25 Final Thoughts and Insights
Background Research & Links:
TEDx - Lead like a Scientist https://www.ted.com/talks/charlotte_blank_lead_like_a_scientist_experiments_are_key_to_unleashing_potential?
Sell Luxury without a product https://www.cmswire.com/digital-marketing/cmos-can-you-sell-luxury-without-a-product-jaguars-doing-it/
Copy Nothing https://www.youtube.com/watch?v=rLtFIrqhfng&t=1s
Range Rover - Theo James https://www.youtube.com/watch?v=kwma55CDO9U
Best Q3 Ever https://www.automotiveworld.com/news-releases/jlr-delivers-robust-q3-financial-performance-with-best-q3-revenue-on-record/
Pause Exports to US https://www.reuters.com/business/autos-transportation/uks-jaguar-land-rover-pause-shipments-us-over-tariffs-times-says-2025-04-05/
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