As you may have heard, the tobacco industry has been accused of using video sharing websites to get around a ban to advertising for cigarettes.

Giles Lury, our Director of Branding, was invited to comment on those latest accusations on Peter Allen and Aasmah Mir’s show on BBC Radio 5 live Programme 5 Live Drive.

To hear what Giles has to say you can listen again here  (26/6/2010 from 1:53:26 and lasts around 3 minutes).

“Your premium brand had better be delivering something special, or it’s not going to get the business” – Warren Buffet

“The conspicuous consumption of valuable goods is a means of reputability to the gentleman of leisure” – Thorstein Veblen

“Give us the luxuries of life, and we will dispense with its necessaries” – John Lothrop Motley

“Brand managers for premium brands must know when it is best to pass on short-term growth opportunities that could tarnish the brand’s long-term health” – David Murphy

“Premium…it’s a relative idea” – Anon

Borrowed with pride from all over the place.

In the age of global powerbrands, the classic Jaguar brand is being cleverly positioned and extended for new audiences. Now owned by the Indian TATA group, it has launched a new product squarely aimed at the Russian market.

The XJ Sentinel is an exlusive ‘price on application’ extension to the XJ brand – as this Guardian article cites, it’s “the ultimate vehicle for the security-conscious oligarch”. Bristling with security features, the car contains an interior armoured cell built to withstand 15kg of explosives, and tyres which will still roll when punctured by gunshot. You can even have your chauffeur sent on a security training course  - all included in the price.

The video below even contains a handy reference guide of how it performs against an arsenal of weapons. Just in case you wanted to check.

This proposition is built on a very functional need for a select group of affluent consumers. With a stream of high-profile assassinations on the mean streets of Moscow, there is no better way for Jaguar to differentiate itself from the likes of Mercedes and BMW. In addition, the insight behind the car may be irresistible for any ambitious affluent Russian businessman to resist – after all, who would want to admit they’re not important enough to have a price on their head?

It will be interesting to see if the XJ Sentinel will also give Jaguar a new lease of life in the Russian market. Watch out for it – and remember how important the passenger must be…