BMW's "Company of Ideas" Campaign:
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"We are eager to unveil this smart and original campaign that communicates BMW's culture of creativity so thoroughly. BMW has carved out a unique niche in the industry by placing a premium on constant innovation and inspiration, and this campaign will reveal the company behind The Ultimate Driving Machine." 1 - Jack Pitney, Vice President, Marketing at BMW of North America LLC, in 2006. "What a load of manure. BMW long lived by the power of the idea of performance driving. Now they've decided to jettison that history in favor of New Age marketing mumbo-jumbo... They've sold their birthright for a bunch of Bangled2 pottage. A great pity." 3 - Professor Stephen Bainbridge, Professor of Law, UCLA,4 in 2006. 'Fixing What Ain't Broken'?
Many analysts were surprised as 2005 had been a good year for BMW in the US, and companies didn't usually deviate from a strategy or formula that had proved successful. In 2005, BMW LLC reported record annual sales of 307,020 vehicles (BMW and MINI6 brands combined) in the US, up four percent over the 296,111 vehicles sold in 2004.
Despite the good sales performance, Jack Pitney (Pitney), vice president, marketing at BMW LLC felt that almost 75 percent of luxury car buyers in the US were not considering BMW as they still strongly associated it with the yuppie phenomenon of the 1980s. Thus, the company was banking on this new "company of ideas" ad campaign to redress this situation and expand its market.
BMW's "Company of Ideas" Campaign - Next Page >> 1] "BMW Unveils New Ad Campaign," www.strategiy.com, May 9, 2006.
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