Mini has identified telling stories as a key part of its ongoing marketing efforts. According to Marc Lengning, Head of Brand Management at Mini, conveying a strong narrative is its “big focus”, more so than simply being active on various platforms.
Indeed, he stated while different platforms are important, it is not the be all and end all and that telling stories is vital in order to engage with its target audience.
“With digital channels, we are very much focused on content,” Mr Lengning said.
“For [the relaunched Clubman campaign], we are using a lot of great video content that tells the story.”
Mr Lengning went on to state that Mini has unveiled a new logo as part of a brand refresh, which he believes is “super-clear and authentic.”
He said the decision to update the logo was taken as it needs to render well on digital platforms, such as mobile devices where the logo shrinks.
The car manufacturer was also said to be focusing on making its website more flexible, to reflect the fact that many of its vehicles can be tailored to each person’s individual needs.
“Mini has always offered lots of options [for customers] to customise and configure the cars so we are always improving website configuration to support that,” Mr Lengning stated.
He added that Mini’s marketing department sits next to its product development team in its office.
This, he stated, ensures that those who envision the brand and the next generation of Mini cars are working on the same page as the specialists who can determine what is technically possible to achieve.
“It goes back and forth,” Mr Lengning said,
“Sometimes they come first with the ideas from the technical side, sometimes we come from a brand perspective or customer-side. It’s continuous.”
Mini’s top marketer on content, product development and “super-clear” new logo, Marketing Week
Posted by Robin McCrink
