I’ve been thinking a lot about Brand Love recently. Not quite in a Lovemarks relationship/performance expectation way, but in a (perhaps more British?) understated, mostly unacknowledged way.
Take my relationship with BMW. I drive a little One Series. Do I really need it? No. Was I probably always destined to own it? Yes. Just after I was born my Dad bought a BMW on the recommendation of a friend who said that his Beemer was quiet on motorways. Five cars and thirty odd years later and he’s still got one – and so has his mate. As a child I even had a BMW car seat, an enormous thing in matching black upholstery fabric that seems to have disappeared off the face of the earth (in that I can’t find any pics on the internet to share with you).
As a brand, BMW to me means security, strength, family, comfort, safety and a sense of belonging – not perhaps the brand values you might usually attribute to ‘the ultimate driving machine’. Since its also an easy and fun car to live with, I think this might be a new generation of BMW ownership off to a flying start, perhaps despite rather than because of the BMW marketing team’s best efforts.
There must be lots of people knocking about with slightly off kilter brand associations & random Brand Love. I suppose the best way to harness this is the good old internet, where niche marketing sits best. Incidentally, I did visit BMW’s website looking for some old pics but there were none to be found. How about an online museum BMW marketing guys? Lets share the love.
pic from here, GNU license applies