PROFILE
Mini Clubman
© BMW AG
with such an amazing history and personality . We had to change a lot to make sure it remained relevant and worthwhile for modern times .
“ I have a huge amount of respect for what the MINI brand stood for , and on the other hand seeing what our engineers did on the product was fantastic . We soon realised what extraordinary potential the brand still had to offer . It was a raw diamond in my hand which we treated like a new start-up company within BMW .”
Authenticity is a keyword which appeared numerous times in our conversation about the general rules of physics when it comes to what makes a successful brand . The MINI project was no different .
Once renowned for its maximisation of space , go-kart feel when driven and distinctive appearance with all four wheels on the corners of the bodywork , the new MINI maintains these vital characteristics . “ It also remained true to its original quirkiness ,” Wortmann adds . “ The strong personality , the fact it wasn ’ t just another small car , really appealed to customers .”
Back to the beginning Despite the remarkable branding success delivered by the new generation MINI , it was only in June that brand was added to Wortmann ’ s official job title . Having been responsible for product management worldwide for seven years , it became clear that product development and branding are inseparable .
“ Why did we do it ? The product and brand in one hand allows us to start with the communications thinking and brand positioning at the earliest possible opportunity i . e . the stage we start developing a product . Everything stems and starts from the brand , and we can put this in practice now .
“ And although we are not yet communicating at this stage to
14 March 2017