Live up to your mission BMW!

It is great to have ambitious co-workers and friends in your circle, but I am happy BMW isn’t part of mine. After a steaming mission, ‘International stories about people whose visionary ideas are changing our world’, it feels disappointing to hear the editor of a fashion magazine stating she is so happy her i3 is so silent when speaking about motor volume. The exclusively produced interview doesn't get any more exciting than this, and it is not an incident.

I don’t have a clue what the use of any strategy starting point might be when executed with such a different focus. Good storytelling needs synergetic execution on various platforms. But also in vertical fashion, leading back to, or from, the heart of the brand.

The Bayerische Motoren Werke publishes this BMW free magazine app as an extension of their print mag, existing since 1989. It is hard to find a frequency of appearance, it looks like it is a constant update, leading to more than 105 articles up to date. The app is completely made with absence of advertising .

With the probability of a good budget, it is hard to accept the banal photography, heartless content and complex navigation design. The editorial staff isn’t to blame in this case, the basic choices made when developing the concept are the real problem here. Step up BMW, back to the drawing table!

BMW Magazine by Bayerische Motoren Werke