SBP 118: Driving Modern Luxury: Inside JLR’s House of Brands Strategy. With Charlotte Blank.

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/