Over the years, we’ve seen the brand image guys at several auto manufacturers make some pretty strange decisions. Now, in a world where brand image is so important, BMW may have made the the biggest gaff of all.
In an inexplicable stroke of weirdness, BMW is replacing it’s 31 year old slogan The Ultimate Driving Machine is becoming A Company of Ideas. This sounds like the thoughts of a high school marketing class, not one of the world leaders in brand image. Who wants to drive an idea, when you could be driving the Ultimate Driving Machine?
At a time when most manufacturers are having a hard time defining their brand, BMW has started to deconstruct theirs.