At a launch event for its new Clubman model in Berlin this week, Mini said it would embark on “an important realignment of our brand that generations from now will remember as the start of a new era for Mini”.
This includes a simpler version of its logo and a move away from its humourous, tongue-in-cheek approach to brand communications in favour of a more practical, product-focused tone.
Peter Schwarzenbauer, board member at Mini’s parent company BMW, explained that the new direction reflected changes in society since the German group acquired Read full story ›
Source: Marketing Week
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