3 Lessons for Developing a Game IP (or Any Brand) Inspired by Jaguar’s “Copy Nothing” Campaign

Still frame from the advertisement

The recent Jaguar "Copy Nothing" campaign has sparked much discussion, unfortunately for the wrong reasons.

While the intention may have been bold and exciting, the execution fell flat, coming across as a superficial attempt at rebranding rather than a strategic brand statement. Instead of dissecting every misstep of the campaign, I’d like to extract three critical lessons that any game IP or brand can learn to avoid the same pitfalls.

1. Know Yourself: Be Authentic

Before you build a brand or develop a game, ask yourself: 

• What are your values, your true colors? 

• What message resonates strongly within you?

• What are your inspirations?

Creating a game or a brand takes years of effort. If you’re going to spend countless hours working on it, you’d better make it something you love, feel passionate about and that would make you proud everyday. Authenticity is the foundation of long-term success. 

People don’t buy what you do. They buy why you do it. - Simon Sinek

To thrive, you must build something authentic that truly reflects your identity and values. Authenticity sets the tone for your project. It draws people in because they can feel your passion and purpose, making your work resonate on a deeper level.

2. Know How to Express Your Signature

Authenticity alone isn’t enough. You must know how to communicate it boldly and clearly. Your message must not only be memorable but also embodied in every aspect of your design and communication.

Claiming to "Copy Nothing" while offering a campaign that looks generic, like a blend of fast fashion and phone ads won't cut it. Instead, focus on creating and expressing bold brand pillars that define who you are through a clear and thought after signature. 

Don’t just say you stand for something. The essence of your IP needs to shine through in every detail, and every interaction with your audience. Crafting a compelling IP or brand identity isn’t just about being creative; it’s about being intentional and clear.

Case Study: Left 4 Dead

As a gamer, when I think of authentic and precise branding, I keep a vivid memory of the game Left 4 Dead Beyond the endless games with my friends, its communication stood out as a masterclass in clarity and consistency. For those unfamiliar with this 2008 game, it’s a 4-player co-op zombie survival game with a distinct B-movie horror aesthetic. For example, they managed to encapsulate the whole game universe and experience in this packshot.

Packshot - Left 4 Dead

• The infected green and bloody red colors instantly conveyed danger, decay, sickness and death. 

• The severed hand with four fingers symbolized, the danger but also the teamwork of the four survivors (In french we say united like the fingers of a hand about an united group) and survival, while hinting at the game's "don’t get left behind" theme. 

• The distressed font of the title felt like a message scrawled by survivors, perfectly capturing the tone of desperation. 

Without needing a word, Left 4 Dead’s visual identity encapsulated the game universe and player experience.

3. Be Consistent

Consistency is the unsung hero of great IP creation. It builds recognition, trust, and emotional connections over time. Without it, your message risks being diluted or forgotten.

At the same time Jaguar launched its campaign, I came across an episode of the Uncensored CMO Podcast discussing a report by the IPA and the market research agency System1 on a concept they coined Compound Creativity. The report highlighted how consistent branding compounds over time, creating stronger connections and better results.

Consistency doesn’t mean being static. It means staying true to your foundation while finding creative ways to express it. Think of it as evolving within the boundaries of your unique signature.

Why does this matter? Because inconsistency is expensive. Constantly reinventing yourself without a clear thread or identity forces you to start from scratch with every campaign. On the other hand, staying consistent builds brand equity, saving resources and amplifying your message.

The Example of Guinness

Consistency of the Guinness logo over time

Guinness is a masterclass in consistency. Over the years, they’ve evolved their image while staying true to their roots. Through storytelling, clever campaigns, and authentic social media content, Guinness has consistently communicated its identity: grounded, innovative, and proud of its heritage.

he journey, and you will discover a more fulfilling and joyful existence.

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Final Thoughts

The Jaguar campaign serves as a cautionary tale for brands and game developers alike. To truly stand out, you must:

• Know yourself and stay authentic.

• Express your identity boldly through a well-crafted signature.

• Be consistent to build trust and equity over time.

These lessons aren’t exclusive to game developers or big brands. They’re universal principles for anyone looking to create something meaningful and resonant. Be authentic. Be bold. Be consistent.

What do you think? How do you approach brand building and IP development in your projects? Let’s keep the conversation going!