Of Course it’s the Little Things
April 27th, 2007
I own a BMW. (Don’t worry, it’s old and used.) And because of that automobile, I’ve fallen for the brand. I love ii and what it stands for. Because I love how it handles differently (and better) than any other automobile (notice I didn’t say “car”) I’ve driven. I love the sound of the engine when it’s idling. And when I’m throttling through the gears on a winding mountain road. I love how they pay attention to the smallest details. I’m pretty convinced that it is, in fact, the ultimate driving machine.
But, as I say that, there’s something that really bothers me about their automobiles. They call the BMW emblem the “Roundel.” It’s that classic blue and white logo in the circle. But you know what? The roundels they put on their cars – that badge of all BMW stands for – is plastic. And even worse than that, the paint starts to chip on them after not too long. So then I have to go online, buy a new Roundel and have it shipped to me – again.
Now, like I said, I already love BMW. But what would make me evangelize them? Beyond making the Roundel metal, I think that they should GIVE their customers new Roundels for free, no matter how new or old your BMW is. In the grand scheme of things, it really couldn’t be a big cost. And not only would it help them maintain the integrity of their brand, but they would generate a lot of word of mouth by that simple little act.
Such a small thing could make such a big impact. And that’s how it usually goes, eh?
Other posts by Spike.
Christy says:
I can see the grand pronouncements: “I received my brand-new Roundel today. It’s my fifth, and this one is gold-plated.”
Imagine the status if, every time they replaced one, they improved the material.
April 27th, 2007 at 9:42 amDavid Binkowski says:
could be worse, Spike - you be one of the thousands of Jag-u-ar (yes, I have to type it that way because that’s how they pronounce it) owners whose hood ornaments were ripped off. not by me, of course.
April 30th, 2007 at 7:38 pmSpike says:
Of course, David. Of course.
May 1st, 2007 at 5:44 amGetting to know ‘Age of Conversation’ Authors - 5 « Arun Rajagopal says:
[...] Copywriter Spike Jones is also the ‘Firestarter’ and the official ‘voice’ and the ‘New Business Hound’ of Brains on Fire, a national naming and identity company based in Greenville, South Carolina. Spike holds a double major in Environmental Studies & Journalism and is also an experienced cattle ranch hand. Spike comes from the Lone Star state, where he was born and raised. Spike considers BMW the ultimate driving machine (he writes copy for BMW Manufacturing btw), and I hope BMW pays heed to his roundel request. (BOF’s got such a cool website too.) [...]
May 13th, 2007 at 3:43 am