How do you help nationwide BMW dealerships promote sales while staying true to an iconic brand?
Great brands do not result from Super Bowl ads or significant one-off activations. They are the fruit of trust built over time with attention to detail across a series of micro-interactions oriented around a useful and excellently delivered product or service.
Consistent quality over time--from the first moment a consumer hears about the brand, whether from a friend or an ad, to the moment they click buy now or sign the dotted line. The best brands maintain good relationships with their clients well after this moment, resulting in what has become something of a unicorn for most consumer brands today--loyalty.
Because BMW is an international luxury vehicle with a reputation for excellence, buyers should feel proud of their association with the brand at every stage of the car-buying and driving experience. To support this mission, dealerships worldwide need tools to promote sales aligned with the brand's voice and visual aesthetic.
My team and I created dealer kits that comprise cohesive assets for digital banners, print, email, editorial ad space, and direct mailers. The kits are rooted in BMW design guidelines and are editable so that each dealer can add their specific information to convert brand familiarity to car sales.
