Since 1916, BMW have brought sheer driving pleasure to car enthusiasts all over the world, combining dynamic, sporty performance, ground-breaking innovations and breath-taking design.
BMW is one of the “German Big 3” luxury automakers, and holds world famous brands such as Mini and Rolls-Royce under their group umbrella. In addition to luxury cars, BMW also produces motorcycles. BMW’s passionate promise for the future is born from the unique history of reinvention. BMW doesn’t just build cars. The brands innovations and exceptional design create emotion, enhusiasm, fascination and thrills.
Combining central marketing and local execution
When BMW Northern Europe (BMW NE) was looking to replace their brand management solution, they searched for a platform that could boost how they managed their brand and marketing efforts. Seamless automation and centralized marketing responsibilities needed local execution dynamics.
When establishing their BrandMaster platform, BMW NE had every stakeholder in mind. Simplicity and user-friendly UX for both back-end administrators and platform users were in focus, including creative agencies, dealers and employees.
Proper workflows and navigation are important when creating a system that is meant for multiple markets. Matching BMW’s hierarchically organization with user levels was key, without disconnecting brand and corporate strategies from local initiatives.
Increased efficiency and simplified brand processes
With cross border markets and a huge dealership network, local tailoring and adaption is an absolute for successful marketing. With BrandMaster platform, BMW’s Nordic team developed a tool that streamlined their branding processes. With everything collected in one place, digital assets and brand guidelines work jointly to secure 100% accessibility and validity of their marketing efforts at all times. Every dealership can easily access and adapt marketing collaterals to suit their needs, choosing the BMW brand should be a preference.
Standing out in a competitive market
Automotive dealerships normally deal more than one brand and becoming the preferred brand requires exceptional communication and intelligible administration.
For BMW NE, achieving the perfect workflow between their dealers and themselves is one element. Another element is the accessibility and usability of their marketing and brand collaterals.
It was essential that they could streamline their communication to avoid information and content overload. So, they created a brand book for each country team and associate dealers, content however, is controlled and managed from one archive.
This way, the local dealerships can obtain and adapt sales campaigns, images, pricing, ads and more to local language and needs when ever they need it. The result is dynamic marketing operations that secure efficiency. Time to market is decreased, bottlenecks are avoided and local dealers have full flexibility without breaking brand guidelines.
Always on brand
The brand solution
Created with the local dealers in mind, finding content and information should be easy. Five separate Brand HUB’s, one for each division in Norther Europe region, seamlessly control central brand management.
Each Brand HUB is created in the local language and connected to the same applications for uncomplicated maintenance and administration. With Brand HUB, content is presented and communicated through each regional HUB to match local markets. The content is fetched from their DAM archive to secure correct distribution to each HUB. This way, all dealers have access to appropriate brand guidelines, campaigns, assets, templates, product information and more – 24/7.
Digital Asset Management
From car model imagery and scenery images to videos, marketing collaterals and guides. Everything categorized and presented with proper structure suited for BMW NE company structure.
Digital assets play an important role in BMW NE. Always with the local dealers in mind, everything should be accessible – enabling smooth brand management processes and sales workflows. Connected to the Brand HUB, the digital asset library is structured with categories fitted to BMW user flow. Making navigation and downloading a breeze.
With everything neatly structured, BMW NE does not have to worry that local dealers create their own material, diluting their brand presence. The BMW brand, regardless of channel or asset, looks the exact same.
Working with multiple creative agencies, dealers and internal employees across seven countries makes this system a “must-have” for us. Unified communication, seamless sharing of assets from one single location increases the chances of our dealers using on-brand material.
Our platform ensures dynamic workflows between our central marketing and our dealers. The answer to their questions is available 24/7. Thanks to our Brand HUB we are able to work proactive instead of solving cases ad hoc.