Development of customer insights and future images for the BMW, MINI and Rolls-Royce brands.
K'UP was asked to develop images of the future of the BMW, Mini and Rolls-Royce brands for the next ten years.
To this end, K'UP set up its own process, established an internal strategy team, and moderated a Group-wide process that brought together all stakeholders from R&D, design, product development, marketing, and sales in a Brand Lab. As a result, a stringent process led all brands via individual global customer insights to concrete future potential. Whether "My drive. My work.", "born to last" or "cultural enrichment", comprehensive product and experience potentials were ultimately defined for all three brands. At the same time, K'UP was also responsible for the BMW Motorrad brand and the parent brand of the BMW Group.
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