BMW – Beautiful Marketing Opportunity Wasted

BMW-Brand-advertising-franchise

What were they thinking? This amount of words from such a brand is leaving me speechless…

Hands up everyone who thinks that this is a yellow pages ad from a small business with the BMW logo stuck on… I hope I am not the only one that feels this is way below the usual brand aesthetics of BMW, brand managers cry your eyes out.

Upon closer inspection I realise of course that this is a franchise advert – but I still don’t understand why that implies you can throw any typography style out the window. They may however have gotten a decent discount from the media agency backed up by brand guidelines because there must be a paragraph somewhere that states that the type should be completely visible after the ad has been stuck on, and not like in this sample missing a letter right in the middle of the sheet.

BMW-Brand-advertising-franchise-error

We know how it happened, but that still doesn’t make it right.

Located at a prime spot in our town, this seems such a wasted opportunity – although I wonder how many target market drivers go past the local Aldi… It does blatantly highlight the difference between brand advertising and franchise advertising where the bar still seems to be set much lower and price dictates quality of design.

Whatever the motivation  behind this, in my mind the brand would have been better off with just the logo on a white background.

About Regine Wilber

Brand strategist and designer with a passion for all things surrounding brand creation, design and management - and social media..
This entry was posted in Advertising, Brand Management, Branding, Graphic Design. Bookmark the permalink.

2 Responses to BMW – Beautiful Marketing Opportunity Wasted

  1. brandmaster says:

    Having worked on many dealer and franchise accounts, this doesn’t surprise me. Franchises focus on the bottom line and often brand guidelines are seen as an irritation. Ultimately it is the responsibility of the brand management to communicate with the franchises – to understand that it is the brand that makes the franchise valuable in the first place.

    • Very true… Shame about the acceptable loss in design standards. It’s short sighted but at least (perhaps not in motors but other trades) it puts non-big brand SMEs on a level playing field if they do it right. Thanks for the comment!

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