BMW announced this week that they will be using the sub-brand “BMW i” for their electric and hybrid cars which will launch in 2013. While the sub-brand strategy is a departure from Mercedes approach of using the Smart brand, is the BMW i concept innovative?
The idea of electric and hybrid cards certainly isn’t new, although these products appear to have innovative technology like lightweight doors that compensate for battery weight. Particularly interesting is their vision of using the BMW i apps and services to stay relevant to their affluent, savvy target.
But, by the time these cars launch in 2013, will the “i” brand name be as innovative as the product? I recently read a Betanews article suggesting that the word “Smart” is becoming passé. They argue the word smart joins other prominent but dated buzzwords like “e” from the 90’s and “micro” from the 80’s. So what about “i”? Should BMW rethink it’s use of “i” for its sub-brand name? In fact, should all companies be wary of burnout of the “i” brand acronym?
Tags: bmw i, brand naming strategy, buzzwords, mercedes, smart car
Monika Wingate is the owner of Fountainhead Brand Consulting and V.P. of Membership for the Wisconsin Product Development and Manufacturing Association (PDMA). She has helped a variety of companies develop new products and growth strategies including CUNA Mutual, Hormel Foods, U.S. Bank, and Kohler.
Great article, Monika. A couple articles I read in the German press also highlighted the lack of originality in the branding of this new line of cars. As one of these articles suggested, Apple owns “i”. Others using “i” seem like “me-too” brands attempting to piggy-back on Apple’s success – think “iHome”.
Steve