Future-proofing a brand

The motor-car has been a transformational piece of technology: the Ford Model T opened up much of the American continent and the road network still shapes not only the American geography, but the American psyche. A car signified freedom as well as mobility. It is also a vehicle very grounded in the oil economy.

Which is why I found the Activate The Future series of documentaries by BMW very interesting. It is about pressing the reset button on the ultimate driving machine brand positioning and putting BMW in the chairperson’s seat in a debate about the future of transport.

Of course one brand mis-step and it could end up like BP going from Beyond Petroleum to Gulf killer. Are these documentaries as effective (from a reputational point-of-view) as Toyota’s Prius motor-cars? Only time will tell.