B M W. Those three letters will stir many different perceptions and emotions. What would be the first three words that you would associate with that brand? For me I think; Excellence, Luxury, and Performance. Most likely those words are exactly what the marketing companies behind BMW’s ads want you think.
Obviously there are other words like Yuppie, Expensive, and Arrogant that many people might associate with the brand. I would be willing to bet that you didn’t think the words, Rugged, Adventure, and Passion. If you watch the short video below you will see BMW presented in a new way that is meant to recast the brand in a new light.
[youtube id=”XAUhV1r-kUo”]
In 2011 I believe you will be seeing more “passion” videos and advertisements. With the economy still slowly recovering, consumers will be careful of how they are spending their money, and will be looking for companies that really believe in their products and services. So take a look at your product or services and think, what makes you passionate about them?
Here are two bonus clips!
[youtube id=”uM2Eh0iXrUM”]
[youtube id=”KDEYMVeZy2w”]
-Patrick