The latest BMW ad campaign has very little to do with cars and focuses instead on the corporate values of the Bayerische Motoren Werke.
One version of it says:
We say no to:
Lowest common denominators
So we can say yes to good ideas.
BMW fights bureaucracy. This is cool. Why is it cool?
1: Bureaucracy kills happiness at work
Bureaucracy saps people’s energy and motivation. If you don’t believe me, read Orbiting the Giant Hairball by Gordon Mackenzie. It’s an excellent book about how to thrive in organizitions plagued by red tape.
2: Branding through good corporate identity rules
BMW are choosing to brand themselves not through their products or technology but through how they run their business.
3: Branding that matches products rules
This campaing works only because the corporate identity they are expressing happens to match the products. BMW’s vehicles (I’m the proud owner of one myself) are innovative and exciting matching the (mildly) revolutionary message of the ads.
It’s great to see companies making a stand against bureaucracy and It’s even better to see companies making bold, positive identities and standing by them.
It just struck me though: Is anyone else surprised to see such an anti-authoritarian message… from a German company :o)