"[It's] more than just a design update: The layout of BMW’s new brand look and feel stands for the mobility of the future.
“BMW becomes a relationship brand. The new communication logo radiates openness and clarity. With this new transparent variant, we want to invite our customers more than ever to become part of the BMW world. In addition, our new brand design is geared to the challenges and opportunities of Digitization for brands. With visual restraint and graphic [sic] We are equipping ourselves flexibly for the wide variety of contact points in communication at which BMW will show its presence online and offline in the future. The additional communication logo symbolizes the significance and relevance of the brand for mobility and driving pleasure in the future.”
I suppose I do a fair amount on Mad Magazine-level parody on this blog. But even when I'm going to extremes I can't lay the bullshit on nearly as thick as good ol' Jens can.
I ask you, and I ask my friends in the design end of the industry, have you ever smelled more redolent fertilizer? It might even put Terry Southern, Peter George and Stanley Kubrick to shame.
My deepest belief is that 99% of all people feel about 99% of all brands as the man in the chair above does.
In brief, I don't know who you are, what you sell, or why you're better.
But rather than tell you what you want to know, lemme send out a puerile tweet and take 18 months to slightly change a logo while employing a raft of people who are categorically unable to speak without shoveling manure. That passes, today, for salesmanship.
Whatever you want to call our business today, communications, advertising, marketing, brand interface engineering, our most important function is to define who a client is and what they do and or sell.
Most people don't know, don't care, don't remember or are dealing with the awful and pressing vagaries of life--made worse by a cruel economic system, the crushing unequal distribution of wealth and a concerted attack on middle-class standards of living.
I don't know how or why we've stopped caring or knowing about that or about people. I don't know how or why ads that never run have become more important to a dying industry than ads that move business. I don't know how or why we've gotten here. I do know that to, again, 99% of all people, as an industry we don't matter because we don't do things that matter to the people who pay us.
Someone somewhere updated the classic ad above with the classic ad below. I don't 100% agree with all of it.
But I certainly agree with its first line.
And to all those people spending nine days to write a brief, maybe it's all as simple as answering that issue. We have to make people care who we are.