I love the BMW Joy advert. From a branding perspective they’ve summarised what they believe they’re about.
What I really like is the bit where they say… ‘we realised what you make people feel is as important as the thing you make’ or words to that effect. I even spoke back to the TV, saying how true that statement was – and it is rare I am moved to talk back to the tele.
Now of course comes the challenge of getting that feeling of Joy into their dealerships. Yes the cars when you drive them bring a feeling of Joy (I’ve had one and did enjoy driving it). The dealership staff though never left me even close to Joy; unless you count when they handed me my keys back and I found that this time they hadn’t damaged the car. Fortunately the fourth dealership and a commute later and I found one that didn’t think damaging your car was a normal side effect of a car service.
Having been this clear about their corporate statement then it has to be felt at every touch point. Let’s hope they’re working on this so that something this powerful doesn’t just become a gimmick.
As a leader can you articulate your brand ethos so succinctly, your purpose, do you know how people feel when they’re with you and when you’ve just walked out of the room?
In a nutshell…Who you are, what you stand for and how you make people feel, are as important as the ‘thing’ you sell.