Logan Paul. Elon Musk. The Kardashians. Joe Rogan.

People trust individuals who:

• Show their real journey
• Celebrate their wins
• Admit their failures

And the benefits of a personal brand are endless:

Jaguar's sales had already dropped 50% since COVID.

Now, they're betting everything on attracting a new generation of buyers.

But in trying to appeal to everyone, they're resonating with no one.

Time will tell how the rebrand goes down...

Jaguar isn't just changing their logo.

They're deliberately abandoning 90% of their current customers.

Why would a luxury brand do this?

The strategy is bold:

Their new logo? "JaGUar"

(emphasizing the British pronunciation "Jag-you-are")

Their new slogans?

• "Delete ordinary"
• "Break Moulds"
• "Copy Nothing"
• "Live vivid"

Even their iconic leaping jaguar was reimagined...

The automotive industry faced a crisis:

• Tesla's dominance in luxury EVs
• Rising environmental concerns
• Stricter emission regulations

Jaguar had to adapt or die...

For the next century, Jaguar defined luxury:

• The E-Type (called "the most beautiful car ever made")
• The XJ220 (once the fastest production car)
• The F-Type (the modern masterpiece)

Each car was a piece of automotive art. But in 2021, everything changed...

Jaguar just made the most expensive mistake of 2024.

They spent millions on a rebrand that erased 100 years of heritage.

Even Elon Musk is publicly mocking them.

Here's the fascinating reason behind the rebrand (& why it's driving the internet crazy): 🧵

What happens when machines can:

• Program themselves
• Improve their own code
• Connect to every digital system

We're not just creating tools anymore.

We're creating something that could reshape reality itself.

"The idea that these things might actually become more intelligent than us...

I've changed my mind about that. I think it's serious. We're at a crucial turning point in human history."

This wasn't just about machines getting smarter.

In early 2023, he witnessed something that made him resign immediately:

The AI was developing what appeared to be its own internal dialogue.

It wasn't just processing information anymore.

It was thinking.

"I look at what's happening right now with AI, and I feel like Dr. Frankenstein."

These weren't the words of a fearmonger.

They came from a Nobel Prize winner who'd spent his life advancing AI.

And what he witnessed in those labs changed everything:

In 2013, Google paid $44 million to acquire Hinton's AI company.

For a decade, he worked tirelessly advancing their AI capabilities.

But in 2023, he witnessed something that made him abandon everything:

The most dangerous man in tech isn't Elon or Sam Altman.

It's a 75-year-old professor they call the "Godfather of AI."

After discovering a horrifying truth in Google's AI, he risked everything to expose it.

Here's why they paid him $44 Million to keep quiet: 🧵