- CMO, Wednesday, November 2, 2005 1:44 PM
The marketing profile of a BMW owner is as different from a Mini owner as their cars. One might be called a status seeker while the other could be called a status avoider. But both cars are owned by
the same parent company: BMW. It's a classic case of a marketer resorting to "anti-branding" to attract customers who don't like its core product. Done properly, it can be a boon, but mishandled it
can backfire big time. Just ask Delta Airlines about Song.
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