23 Apr '12, 9am

THANK GOD IT'S #MINI!

THANK GOD IT'S #MINI!

For MINI, the relationship with the customer doesn’t end as soon as he or she is handled over his or her MINI key. On the contrary, it is there when the relationship starts to foster between the brand and the customer. MINI is not a transactional brand. You don’t buy a MINI because its the cheapest ride on the road, or it comes with cheesy gifts that have absolutely no relevance to the product (oh that car and the free movie tickets…). Likewise, MINI is not a pretentious face-saver. You don’t buy a MINI because it screams FUCK YEAH I JUST GOT RICH BEING A BANKER AND NOW I NEED TO TELL THE WORLD. You buy a MINI because it represents you. You buy a MINI because you answer to yourself, and not to the valet at some dodgy KTV bar. You buy a MINI because like a perfect Paul Smith suit… it fits. Recognizing the importance of the relationship, MINI welcomes its CRM programme – Tha...

Full article: http://blankanvas.bypatlaw.com/features/thank-god-its-min...

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