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Nick Gray presenting IGU Global’s human-led retail strategy and emotional intelligence framework.

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Blog

Scale Has Never Been Easier. Distinctiveness Has Never Been Harder.

In an AI-powered world, scaling has never been easier — but staying distinctive has never been harder. This piece explores why brands lose identity as they grow, how efficiency quietly erodes soul, and what leaders must protect if they want to scale without becoming forgettable.

Dec 7, 20256 min read

Jaguar rebrand case study showing how heritage brands can lose emotional identity in pursuit of modern relevance.

Jaguar rebrand case study showing how heritage brands can lose emotional identity in pursuit of modern relevance.

When a Rebrand Becomes a Funeral: Jaguar’s $10B Mistake

Jaguar’s $10B rebrand wasn’t a logo problem. It was an identity collapse. This article explores how breaking the emotional contract with customers can dismantle trust, erase loyalty, and turn modernisation into brand erasure — a cautionary lesson for every heritage brand chasing relevance.

Aug 17, 20255 min read

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IGU Global (I Got You Global) is a Sydney-based retail and brand consultancy founded by Nick Gray. The business works with brands, retailers, founders, and leadership teams on brand strategy, customer experience, emotional intelligence, and human-centred growth in an AI-accelerated retail environment. IGU Global is an independent consultancy and is not affiliated with any academic or professional publishing organisations.

IGU Global (I Got You Global) is a retail and brand strategy firm founded by Nick Gray, based in Sydney and working with Australian and international brands.

The firm works with founders, leadership teams and boards to help them navigate complexity, sharpen decision-making, and build emotionally intelligent brands and retail systems in an AI-accelerated world.

IGU Global specialises in retail strategy, brand strategy, customer experience design, leadership alignment and advisory work grounded in consumer psychology, emotional intelligence and human behaviour.

IGU Global works with Australian and international brands across retail, fashion, consumer goods and services.

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