Location
Scope
I pitched and led the reinvention of MINI as a lifestyle brand. Set up a new organisation. And built a team around brand and business strategy and new business development between Munich, NYC and Shanghai.
Starting from an internal consulting mandate by the BMW board, I proposed, then led a complete reset of the strategy and relaunch of the brand. MINI had seen little change since BMW bought the brand in 2000. To reconnect with the key target groups globally in and reaffirm a premium price position, we decided on a complete repositioning. I started with a small group of people, then set up a new organisation between Munich, NYC and Shanghai. We built and operated MINI 2.0 in parallel to the original org focusing on day to day sales.
With a run-up of a few months, we relaunched with new logo, CI, VI, tonality and Marketing assets. And left no aspects of brand and business strategy untouched. This led to a renewed product portfolio that will eventually become all-electric, digitised Marketing, and a new Sales and Pricing set-up. We launched subscription models. And, in order to reach a younger urban clientele with products and resources of relevance to them, launched a co-living brand in China, a fashion line in collaboration with upcoming global talent, the open design center A/D/O and the accelerator URBAN-X for world-class tech entrepreneurs.
