BMW Group
ANNIVERSARY STRATEGY
Over the course of a year, the BMW Group and Dorten develop a strategy and a guiding motto for the future.
For the next 100 years: “THE NEXT 100 YEARS” – a strategy that unfolds every day.
BMW is not just BMW. There is the company, the BMW Group. And there are the brands BMW, BMW Motorrad, BMW i, Mini and Rolls-Royce. What they have in common: a success story that could hardly have been foreseen in 1916. And so, there is no question: This anniversary is the occasion for a festive staging, for a major international event. A big bang. But we have even bigger plans: to anticipate and address future issues in an emancipated manner, to exploit synergy effects, and to position the BMW Group as an intellectual trailblazer in the long term.
As “The Driving Force of Mobility” the brand and the company work together and benefit from each other in the long term. Thus, the anniversary activities are also closely interwoven with the strategy process, reports Maximilian Schöberl, Head of Communications at the BMW Group. In dialog with society, sustainable added value is created – over the next three generations.
Images @BMW Group Press Archive
Dorten develops a communication strategy for companies and brands with clearly defined roles.
In the future, the BMW Group will position itself as a visionary forward thinker, preparing the public for the future topics of individual mobility. The brands, for their part, will make these pre-communicated future topics visible and tangible, creating identification and desire. While some think ahead, others put it into practice. In practical terms, this means that with the Next Agenda, the BMW Group will initiate discourse, reduce prejudice and skepticism, and create anticipation and enthusiasm. Synchronously, the brands will visualize all this by means of products and services and make it possible to experience them in their respective brand character.
