Brain washed in Munich

By Nicolaj Bak

One of the most efficient branding experiences I have ever experienced, started with 15 people in an early flight to Munich via Amsterdam Schiphol.

We’d been invited by Bayern Autogroup and Musikkens Hus, and were headed for BMW Welt in the center of Munich.

Our mission? To see the Coop Himmelb(l)au architecture, explore the BWW museum and take a guided tour through the sacred factory halls.

The five hours we spent in BMW country left me with warm feelings and a surprising excitement for the BWM brand. I wanted one of each.

Their recipe is pretty simple and is just an upscale version of what the small coffee shop on the corner does:

Tell your genuine story in your way

Show (don’t tell) why your product is special

Be proud of what you do and don’t hesitate to show

This is how people come to relate to brands and this is what makes what are called  “lovemarks”.

I experienced the exact same thing at B&O headquarters some years ago, with the same result. B&O suddenly turned into a “lovemark” for me after years of claiming that B&O wasn’t really my thing.

So, if you want to make a lasting impression, be authentic.

PS. In Amsterdam Airport Schiphol I re-met our KLM brand typeface all over the place. I guess we’ve reached the highest peak when our work is showcased on the sickness bags on the KLM Airplanes…