MINI - Brand Fanatic

I have a MINI Cooper S.
I LOVE my MINI Cooper S.
There are only a few material items that I would say that I love. What can you say you love? I can certainly almost guarantee you do not LOVE your car for everything that it is. (Unless you have a MINI.)
So how does something step into you awareness that usually just takes you from point A to point B?

MINI created a cult[ure].

Do you ever see MINI owners driving and waving at each other. I do it. It's because they told me to. It's in the manual. It's all about the experience of driving not just the car, but driving the MINI.

They routinely send me pieces in the mail that encourage me to "Motor" and to meet up with other MINI Owners, all in a very specific style. Lots of black, some gray in there, and always about having fun. So that is what I do with my MINI.

All the time people are curious and ask me how I like my car. My response, "I love it; have you driven one? That's what sold me." First MINI created a GREAT product, then they backed it up with creating a culture of MINI-enthusiasts and had fun brand building with their marketing materials.

What can we learn from this... a lot. But I'll have to tell you some other time; it's time for me to motor.