BMW drives a change in perceptions?
Posted by Kamil Michlewski on September 14, 2009
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You might have seen the latest BMW TV ad. Narrated by Patrick Stewart it strikes me as a rather bold departure from the ‘ultimate driving machine’ narrative. It ties with the new Z4 ad and goes beyond BMW as luxury, male-focused product. Is this a sign of some potentially long-term brand strategy shift? If so, is it a good idea?
A colleague of mine, Ned Colville, commented that it also marks a shift away from BMW’s traditional “Power Brand” approach to communications (i.e. communicate the top of the range models in the knowledge that you’re going to sell whole load of mainstream 3-series) to more of a “Brand Portfolio” approach to communications; which although not unheard of, is relatively rare. See this recent Toyota ad:
What we are most likely seing is a shift in brand essence or meaning – i.e. what the BMW brand stands for in consumers’ minds. I’d love to hear your thoughts on what you read into it.