PROFILE
which you can invest and rely on .”
Consumer-brand relations have become increasingly intertwined and intense , resulting in an individual consumer ’ s portfolio of brands shrinking despite the almost unlimited access opened up online .
“ The consumer ’ s digital life is adding complexity , and each individual only has 10 or 15 , maximum 20 brands in their portfolio that they depend on , admire and trust ,” Wortmann adds . “ Our job is to make sure that the BMW brand is one of those in people ’ s individual worlds .”
How can brands such as BMW ensure this happens ? “ I don ’ t want to sound conservative , but a
“ For me it was a once in a lifetime chance to be allowed to relaunch a brand with such an amazing history and personality ”
– Hildegrad Wortmann brand is something that should be safeguarded and not played around with . We are seeing disruption and trial and error in so many different ways today , which is something I am all for in terms of innovation activities , but a brand is something that you need to be extremely careful with .
“ The brand should always be the starting point for any discussion to do with new products , services and campaigns – what is the brand style , what does the brand require , what does the brand promise . The product should never come second to the brand .
“ Customers understand a lot of different experimentations and changes , but value the core . Brands cannot be fake , as customers see straight through it . Brands should have a purpose over a long period of time but at the same time we should not stand still .”
Meritocracy It is this complexity , innovation and disruption seen in the automotive sector today that fuels Wortmann ’ s belief that now is the best time
16 March 2017