Marketing guru Al Ries does not agree with BMW’s decision to change its old &proven slogan that virtually made roads into the minds of people.
BMW has recently decided to change its long standing slogan, ‘the ultimate driving machine’. The brand is almost set to kick-start a new slogan, ‘A company of Ideas’ that more reflect an image of Software Company.
However, the experiment of this kind is not new on the bloc as even Pepsi has tryst with new slogans for few years just to roll back its slogan as it was in 1984. Further, for many business experts it is not digestible that why BMW is flirting with its slogan. In addition to it, the prospective slogan is definitely not fitting into the framework of BMW.
Going by the new slogan, it would appear that BMW is going to target Google, beating the internet behemoth with ideas!!! Any takers?
Why change a good thing?