BMW's "Company of Ideas" Campaign:
Targeting the "Creative Class"

            
 
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Case Details:

Case Code : MKTG137
Case Length : 17 Pages
Period : 2004-2006
Organization : BMW of North America LLC
Pub Date : 2006
Teaching Note : Available
Countries : USA
Industry : Auto & Ancillaries

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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For long BMW had been associated with the words "driving" and "performance". The company's taglines in English were "The Ultimate Driving Machine" and "Sheer Driving Pleasure". The original German slogan was "Freude am Fahren," which translated to "Joy in Driving" in English. BMW's association with "driving" was so strong that Ries believed that BMW became a synonym for "driving" in the mind of the consumer. "What comes to the mind when you think about BMW?" said Ries. "A car that's fun to drive. The ultimate driving machine. BMW owns the word "driving" in the mind.

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In 2005, BMW branded automobile sales in the US were 266,200 units when compared to 260,079 units in 2004.

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