Money Mondays

Creating An Iconic Brand: The Mini

As Head of Planning, Tom Birk explains: We didn't want to become a fad. In fact being a fad is exactly what kept us up at night. So we analysed icons (the opposite of fads) within and outside the automotive category. We identified half a dozen characteristics common to iconic brands and then tried to bring these characteristics to life for the new MINI.

One characteristic of icons is a signature look (think absolut bottle), so we showcased MINI's size and contrasting roof and mirror colours. Another characteristic was that icons hang out with other icons, so we created an Evel Knievel car, Dukes of Hazzard car, etc. Another characteristic was that icons turn mere loyalty into devotion (think Deadheads or Trekkies), thus the "enthusiast group."

Almost everything we do for MINI goes through this iconic filter.
(excerpt from "Brand Hijack by Alex Wipperfurth")