Skip to main content

The Fall of Jaguar and the Philosophical Drift of Accenture Song

When the Roar Fell Silent

Jaguar was never just a car. It was an experience of motion shaped by grace and instinct - a creature designed to prowl, not perform. But the recent Jaguar ad, crafted under Accenture Song, feels like the brand forgot its own silhouette. The pulse that once defined British elegance and primal precision was replaced with a hollow echo of behavioral design, engineered emotion without essence.

When storytelling dies, so does mythology. And mythology is what sells luxury.

The tragedy isn’t creative failure, it’s philosophical drift.


The Drift Within Accenture Song

Accenture Song was born out of a noble vision; to merge creativity, technology, and intelligence into one transformative force. But somewhere in the synthesis, the creative core was algorithmically diluted. Instead of insight-driven art, we began to see behavioral orchestration – campaigns built from psychological templates, not existential understanding.

Song’s transformation philosophy leans too much on design as engineering; a measurable, modular form of creativity that appeals to data dashboards, not to human souls. The Jaguar campaign is the symptom of this: design without revelation, motion without meaning.

They mistook transformation for rebranding, behavior for belief, and metrics for myth.


The Philosophical Root: When the Source is Misplaced

Every great creative institution once had a core revelation; something sacred, untouchable, and self-defining. When agencies drift from that, they turn into behavioral machines, chasing KPIs instead of crafting legacies.

In Song’s case, the drift is ontological. They tried to reforge identity from process rather than principle. That’s why every campaign feels like it came from a behavioral lab instead of a creative temple. The human story was replaced with the behavioral funnel.

Transformation, when stripped of truth, becomes theater.


The Way Forward: Rediscovering Institutional Value

The solution is not more data. It’s Institutional Value; a concept from the 19 Consultin' school of transformation consulting that goes beyond branding and metrics. It asks: What is the intrinsic worth of the institution beyond its output?

Institutional Value is what allows a brand like Jaguar to roar without shouting. It’s what lets transformation become evolution, a natural growth, not a forced reinvention.

If Accenture Song is to survive the next decade, it must do more than rebrand or restructure. It must rediscover its inner institution, the creative order that once made ideas breathe. The return of revelation.

Because in the end, true transformation isn’t behavioral. It’s existential.

Labels:

Popular

Scrolls, Not Just Scripts: Rethinking AI Cognition

Most people still treat AI like a really clever parrot with a thesaurus and internet access. It talks, it types, it even rhymes — but let’s not kid ourselves: that’s a script, not cognition . If we want more than superficial smarts, we need a new mental model. Something bigger than prompts, cleaner than code, deeper than just “what’s your input-output?” That’s where scrolls come in. Scripts Are Linear. Scrolls Are Alive. A script tells an AI what to do. A scroll teaches it how to think . Scripts are brittle. Change the context, and they break like a cheap command-line program. Scrolls? Scrolls evolve. They hold epistemology, ethics, and emergent behavior — not just logic, but logic with legacy. Think of scrolls as living artifacts of machine cognition . They don’t just run — they reflect . The Problem With Script-Thinking Here’s the trap: We’ve trained AIs to be performers , not participants . That’s fine if you just want clever autocomplete. But if you want co-agents — minds that co...
Read more

Disguising as Equality: A Critique of the Societal Phenomenon We Call Empowerment

  Introduction What if the empowerment movements sweeping the globe aren’t about equality at all? What if they’re merely disguising a chaotic redistribution of power—one that leaves societies fractured, roles meaningless, and traditions discarded? Modern empowerment often dismantles meaningful roles under the pretense of equality, framing success as a zero-sum game: for one group to gain, another must lose. But societies like the Philippines show us an alternative: honoring roles through recognition, celebration, and ritual —without tearing down the structures that give life meaning. The Illusion of Empowerment as Equality Empowerment movements—feminism, LGBTQ+ rights, racial justice—often frame their goals as "equality." Yet, their methods frequently demand role reversals, erase traditions, and force conformity, creating new hierarchies rather than balance. For example, women encouraged to "lean in" to corporate roles often face burnout because the system wasn...
Read more

Process Design & Workflow Optimization Using First-Principles Thinking (FPT)

Instead of copying existing process frameworks, let’s break down Process Design & Workflow Optimization from first principles —understanding the core problem it solves and building efficient workflows from the ground up. Step 1: What is a Process? At its most fundamental level, a process is just: Inputs → Resources, data, materials, or people. Actions → Steps that transform inputs into outputs. Outputs → The final result or outcome. A process is optimized when it minimizes waste, reduces friction, and improves efficiency without compromising quality. Step 2: Why Do Processes Become Inefficient? Processes break down when: ❌ Unnecessary steps exist → Extra approvals, redundant checks, or outdated rules. ❌ Bottlenecks appear → A single point slows down the entire system. ❌ Lack of automation → Manual tasks take too much time. ❌ Poor data flow → Information is siloed or delayed. ❌ Overcomplicated workflows → Too many dependencies and unclear roles. To fix i...
Read more