MINI.

BMW Mini

Live Project

FASH 30001

FASHION COMMUNICATION AND PROMOTION

JADE HOLMES | AMY JANE TWELEVETREES | CATHERINE LAMB

05

08

11

INTRODUCTION

THE MINI HERITAGE

THE MINI STORY

THE MINI PERCEPTION

15

18

25

30

34

38

6-7 |

The Swinging Sixties

The British BulldogPerceived vs actual

Introduction

9-11 |

12 |13-14 |

16-17 |

THE MINI EXPERIENCE

THE CAR MARKET

ACCESSIBILITY

RECOMMENDATIONS

Once upon a time

Monte the MiniBuild a bearIs that car smiling at me?The options are endless

19 |20-21 |

22 |23-24 |

48THE MINI PERSONALITY

The Mini ExperienceSelling the experience

The car marketWhen times get tough

Buying into the Mini brand

Moving ForwardAdopt a MiniConclusion

26-27 |28-29 |

31 |32-33 |

35-37 |

39 |40-45 |46-47 |

REFERENCES & BIBLIOGRAPHY49-50 |50-52 |53-58 |

ReferencesList of IllustrationsBibliography

04 ‘I love everything about my Mini… the cornering, the feel of it, the way it hugs the road and of course its looks, it is not just a car, it is my car… beware of mis-treating it, I love my Mini more than my husband…’ (O’Reilly, 2012).

INTRODUCTION.05

The image of Mini has built up over the years from its initial launch in 1959. Back then it was more than just a cheap and cheerful car that would get you from A to B. Much more. It had celebrity backing, star status and even became a movie superstar in the original Italian Job, which could perhaps be seen as its finest hour. It was loved and driven by The Beatles, Twiggy and Steve McQueen to name a few. Everyone who was ‘someone’ owned a Mini. The Mini captured the heart of the public; it captured a mood, an emotion and an era.

06Fig. 3

07This document will discuss and explore ways in which mini can recapture that connection with their consumers and win the heart of the public. Initial research has highlighted that it’s vital for Mini to retain and secure loyal consumers and brand ambassadors to create an aspirational lifestyle brand. The various ways that Mini could do this have been explored throughout, highlighting strategies and ideas with the most potential for success. Research into the car market and the car buying experience has also been undertaken in order to produce recommendations that are timely and suitable for consumer’s current buying attitudes and behaviours. In order to push and create a connection between the lifestyle products and the consumer, we felt it was important to improve the overall Mini experience. Current brand experiences were investigated and analysed to distinguish what is working and whether there is anything from these examples that can be transferred to our recommendations. As well as the experience offered by Mini, we also felt that the brand-consumer relationship was something to consider. This has been explored to establish the best strategies to build and strengthen this bond. As the brief stated ‘this is your opportunity to completely re-invent the car purchasing experience’ and this has been the main driver and source of inspiration during the project, with the purpose of increasing consumer loyalty and sales throughout all of Mini’s products.

Fig. 4

08 THE MINI HERITAGE.

THE SWINGINGSIXTIES.09 Back in the 1960s the Mini was the peoples car. It was the

vehicle that was most in tune with the upbeat, iconic spirit of the era, expressing a plucky confidence that was fitting of the time. Alongside its celebrity following, the Mini also enjoyed great success in rally racing and road circuits and is said to be ‘one of the definitive racing cars of the 60s decade’ (Mini, 2012). The Mini has extensive British history in both celebrity status and rallying, and a huge part of the cars appeal is at an iconic, intangible level. It’s not possible to duplicate or re-construct the Mini heritage; it’s what sets the car and the brand apart.

Fig. 5

The Mini’s history is evidently important to the brand and its consumers, however there is some apprehension that the brands heritage is becoming lost. The brands new German ownership has not been positively taken by all consumers and has resulted in a number of owners feeling disappointed that the cars British origins and heritage have been compromised because of this. (Simms & Trott, 2007). It’s vital that the heritage that appeals to so many is restored and maintained, especially during a time where there is demand for that piece of history and the associations that it embodies (Franklin and Till, 2012). We need to ensure that this is a prominent feature of our proposed idea in order to rebuild the strong and successful iconic perceptions of Mini that have enabled the brand to sell so many units in the past. The Mini is one of the most established car brands in the car industry and these negative perceptions of the brand and BMW need to be rectified.

10Fig. 6

THE MINI PERCEPTIONS.11

There are many initial brand perceptions of Mini with associations mainly stemming from its British origins, 1960s background and racing success of that time. Informed by a talk from Paul Phedon (2012) and some primary research in the Westfield pop up store (see appendix F), we discovered a number of key images that are perceived to be associated with Mini. Images such as the British bulldog, the Union Jack and the racing flag are frequently communicated by Mini and are considered by the brand, dealerships and salesmen to be associated with the brand. These associated images can be seen throughout Mini’s products, merchandise and promotional tools and are used to provide links to the brand and to reinforce its British heritage.

THE BRITISH BULLDOG.

12Fig. 7

The importance of branding is frequently recognised as being vital for a brands success and is ‘one of the key weapons for firms in fiercely competitive markets’ (Simms & Trott, 2006). It’s therefore imperative that the perceived perceptions of Mini match the actual perceptions of the consumer in order to communicate a consistent and synchronistic message.

13PERCEIVED VS ACTUAL.

Fig. 8

14To see if the perceptions corresponded with each other we conducted primary research in Nottingham. Armed with six picture boards that featured the most frequently communicated Mini associations, we asked 51 members of the public to name the first car brand they thought of when they saw each image (see appendix G). This experiment was incredibly insightful and highlighted that the brand, dealership and salesmen’s perceptions of what was associated with Mini didn’t correlate with those of consumers. The brand may think that the Union Jack is ‘Mini’ and signifies the brands British origins but only 51% actually thought of Mini when they saw an image of the flag. Mini needs to remove the Union Jack and British bulldog iconography and be more subtle and sophisticated in their demonstration of the brands history.

51%

Fig. 9

15 THE MINI STORY.

”There’s a reason it’s constantly voted the car of the 20th century... It’s iconic, just look at it, every kid grows up wanting one and they’re so much fun to drive, you feel everything... It’s the first car you’re dad, uncle, grandad and elderly neighbour had, there’s a tradition behind it, a story.” (Chadwick, 2012)16

ONCE UPON A TIME.

As this quote from a member of the MINI British club underlines, the Mini holds an element of tradition. There’s a story behind it. We want to maintain this and allow consumers to feel a part of the Mini story; to fit in and progress with the Mini as it continues its journey. This is the angle we think Mini should take to emphasise their history and heritage in a way that differentiates them in such an overcrowded environment. As Franklin and Till (2012) point out ‘communicating a brand’s story, old or new, will create a stronger connection between consumer and product’ and this is something that we want to channel through our recommendations.

17Fig. 10

18 THE MINI PERSONALITY.

Cars for adults can sometimes be seen to be an adults equivalent of a ‘toy’. The relationship formed between the car owner and the car itself can be a strong one. So strong that in a study of 3,000 people conducted by NPC, 43% said they thought it was ‘perfectly normal’ to have a pet name for a vehicle (NCP, 2011). A member of the British Mini Club calls their Mini Monte, Amy Jane calls her Fiat John and even Richard Hammond has named his car Oliver. Naming a vehicle highlights the fact that the owner has formed a relationship with the car and humanised it through a name.

43%19MONTE THE MINI.

20This technique of creating a relationship and forming a bond between a product and the consumer can be extremely successful and has been particularly effective for Build a bear. Build a bear, the experiential workshop, allows consumers to create a bear with a personality, a bear with a story. The build a bear experience, along with the personalisation of all touch points from the manufacture, design and packaging of the bear, allows the consumer to create a bond with the product. This is much the same with the Mini as consumers feel they have a personal connection with their car. “ I feel as though I just have this bond with my Mini at the moment” (Twelvetrees, 2012). We think this personalisation and attachment of human attributes is an important factor to consider especially as part of the Mini’s appeal is based at an emotional, intangible level.

BUILDA BEAR.

Fig. 11

It would be silly to have a relationship with a more mechanical object, therefore we humanise them. We give them personalities which reflect the nature of our relationships with them(Collet & Marsh, 1986, p.14).

“”

21 Fig. 12

IS THAT CAR SMILING AT ME?.

Instead of focusing purely on the core or tangible product we want to look further into the augmented product. According to Kotler’s product model (2000) the augmented product includes all features that are of concern to the buyer and are closely related to establishing a relationship between buyer, seller and product. Selling the Mini as something more than just an object, more than just a possession makes the purchase of the car more personal and initiates the forming of this relationship, this bond.

22Fig. 13

There’s already a customisable attraction with the Mini, which allows consumers to personalise their car depending on their unique style and taste. This particular feature used to be Mini’s unique selling point but throughout our research we found ourselves frequently asking; which car brand doesn’t now offer customisation as an option? More and more car brands are offering a wide and varied palette that provides the consumer with option upon option on the aesthetics of their car. ‘Brands like Citroen, Peugeot and Fiat have begun to appreciate the popularity in customising the look of a car’ (Ramani, 2012). Although Mini were arguably the first brand to really start the trend, it’s vital that they recognise that others are catching on. They must act quickly in order to remain at the forefront of the race in terms of personalisation before the gap closes and they get left behind. It would be detrimental to Mini if another brand took over this market and it’s important that Mini continue to pioneer the customising of their cars.

THE OPTIONS ARE ENDLESS.

23Fig. 14

Fig. 15 Fig. 16 Fig. 17

Although customisable features have provided the ever-demanding consumers of today with more option and individuality, the focus so far has been purely on the aesthetics of the car. It’s all about which colour exterior the consumer can have or which leather trimming to include for the seats. We want to build on this, to improve it and take it to the next level. We want the Mini brand to create an experience for the consumer. To allow them to feel that connection with the Mini from the word go. We want the consumer to step into the dealership, to click on the website and to feel an instant attachment to the brand. After all Mini was once the car everyone aspired to own so why should this be any different now?

24

Fig. 18

THE MINI EXPERIENCE.25

Using personality and human attributes throughout the Mini experience, through all touch points with the brand, helps to form an emotional connection. It enhances the creation of a bond and a relationship with the Mini as a whole. It engages consumers and increases customer loyalty. The focus must be on creating the Mini experience.

26

Fig. 19

27‘Customers become loyal because of the experiences they have’ (Garrett, 2006) and this is something that Mini needs to harness. There are a number of brands that create a unique and interesting experience in order to engage and connect with their consumers. The most notable brand being Apple where their stores attract consumers due to the experience and social opportunities that are provided. Consumers visit to feel a part of the Apple world and to immerse themselves in the experience. Creating an experience is hugely beneficial and ‘If you build a great experience, customers tell each other about that’ (Bezos in Reichheld, 2006, p.10). The more hype that is built up around the experience on offer, the more consumers that will visit and sales will stem from this.

Fig. 20

SELLING THEEXPERIENCE.

Another example of a good brand experience is the new, innovative Audi showroom in central London. Acting as potential buyers that were interested in purchasing an Audi, we were able to fully witness and experience what the Audi showroom had to offer (see appendix H). The experience was amazing. I actually came out of the showroom wanting an Audi. I’m not even into cars and I was convinced, and I still am, that my first car will be an Audi A1. The Audi showroom was all about the experience and making it personal for the consumer. It acts as a way to get to know the brand and this is pushed through all touch points and at every possible opportunity. Most importantly it was the way Audi, much like Apple, sold us the experience rather than just the product. They created a community that we wanted to be a part of and this is what we want Mini to incorporate through the storytelling and personality aspect of our idea.

28

Fig. 21

Creating and selling the experience has the greatest opportunity for longevity and this is something that Mini needs to have in order to overcome the competitive market and increase customer loyalty.

Cool, weird or downright epic, experiences touch an audience like nothing else. They grab and hold attention, create deep and lasting associations and are talked about long after they’re over(Marketing mag, 2011).

“”29

30 THE CAR MARKET.

31The car market is becoming ever more saturated and ‘car dealers are increasingly competing with each other on the same or highly comparable marketing tactics and strategies’ (Lemmink et al, 2003). It’s becoming harder and harder for car brands to stand out and be diverse in the increasingly competitive environment and highlights the importance of Mini producing something that is different with regards to their service offerings.

Fig. 22

We may be bored of hearing about the negative effects the recession has had, but inevitably the decline in the economy has greatly altered the car market and the way in which consumers purchase cars. People are currently taking a more cautious approach when selecting a car and, where possible, used or second hand cars are being preferred over new. This is supported by Mintel’s 2011 report which states ‘used cars are currently the much stronger market on account of the economic uncertainties faced by many buyers’. The purchase decision is becoming more influenced by the price point and consumers are more concerned with getting value for money. One of the interviewee’s reasons for purchasing another second hand car was for ‘its value for money’ (Holmes, 2012), which further highlights the changing attitudes and buying behaviours car brands face. Second hand cars provide both a lower price point and value for money whilst still ticking the boxes in terms of functionality and quality. Mini should harness the high quality associations created from the BMW takeover as volumes of used car sales are set to grow from 6.8 million units in 2011 to 7.10 million units in 2013 (Mintel, 2009), providing an ample opportunity for our potential idea to capitalise on. The BMW reputation also allows consumers to feel less anxious about the purchase and this is reinforced by the year warranty offered at the dealerships. It is clear that the second hand car market is on the rise and is set to stay this way for the time being.

32WHEN TIMESGET TOUGH.

There is a huge gap in the market for Mini to fill in terms of selling and marketing second hand cars, as it is an area that is frequently overlooked by car brands. Although you can buy a second hand car at a Mini dealership, the salesmen generally disregard these as they provide no commission and therefore no incentive to be sold. If you receive an impeccable experience from Mini when buying a new car, why should this experience be any different when buying a second hand car? As an aspirational brand Mini should be encouraging those consumers that can’t afford a Mini brand new to buy into the brand another way. Second hand cars has the potential to be this avenue.

33Fig. 23

34 ACCESSIBILITY.

Accessibility has the most pronounced impact on converting brand awareness and preference to brand purchase. For this reason, accessibility is something you should seriously consider as you manage your brand and its equity.(VanAuken, 2007).

“”35

36Second hand Mini’s provide this accessibility and allows consumers to get their hands on the stylish, high build quality that they couldn’t attain otherwise. It allows consumers to fall in love with the Mini, to form a bond with the brand and to aspire to buy one brand new in the future. Susan Nelson says that ‘the loyalty that lifestyle brands inspire usually translates into purchase and repurchase of items by its fans’ (Nelson in Birrkner, 2011). If Mini can attain loyal consumers through second hand car sales the likelihood of them trading up and purchasing brand new when they can afford it is increased. They will continue with their Mini story.

Fig.24

BUYING INTO THE MINI BRAND.

Another way in which consumers can buy into the brand is through the lifestyle products. Through the use of attaching human attributes to the car and anthropomorphism marketing, we want consumers to purchase the Mini, whether new or old, as an entrance into the Mini lifestyle. We want consumers to aspire to the full Mini lifestyle, including the desire to own all the accessories that complete it. Pushing the lifestyle products as ‘gifts for your car’ allows the personality aspect of our idea to be fully integrated to create the most effective and successful experience. The Mini experience must apply to all touch points including new and used cars as well as the lifestyle products.

37Fig. 25

RECOMMENDATIONS.38

MOVING FORWARD.

We wanted to take a step back from the brief, to see it from a different perspective and incorporate our own unique spin with regards to the recommendations. We felt it was important to develop a main strategy that has longevity with the potential for smaller, short-term campaigns to stem from this. Although we don’t want to completely alienate the new car market, we do feel that our idea should focus primarily on the second hand car market to ensure that they’re on par with each other in terms of the services offered. As mentioned earlier, the experience needs to be consistently delivered at all possible touch points and this includes the used car environment.

39Fig. 26

40Adopt a Mini is based around the second hand car market and plays on the fact that a second hand car has already been used and already has a story. The car has an element of heritage and history to it and this cars journey can be continued through this ‘adopt a mini’ process. It allows consumers to buy into the brand and further emphasises the relationship between the owner and their car. There are a number of ideas that have stemmed from this overriding strategy, all of which maintain this relationship between the owner and their car.

‘ADOPT A MINI’.

Fig. 27

One of the ways we want to promote ‘adopt a mini’ this is through gifting your Mini. Gifting your Mini is all about celebration. From the cars ‘birthday’ to its achievements and seasonal holidays, the Mini consumer has a lot of moments to share with their Mini. We want to remind consumers of these moments and the memories that can be created with their Mini in order to continue the journey and add to their story. There are a variety of ways we would do this;

41 GIFTINGYOURMINI.

Fig. 28

Recommending accessories and lifestyle products at a personal, discounted price that the owner could purchase as a present for their cars birthday. This provides a link between the car and the life-style range and aims to increase sales in this area.

42Issuing birth certificates on the date of purchase and following this up year after year with birthday cards. Reminders for annual checks such as MOT will also be incorporated into the cars birthday.

Inviting customers to special Mini events that can only be attended by Mini consumers. This increases the overall experience, rewards the loyal consumer and allows the individual to get a taste of the Mini lifestyle they aspire to.

Recommending accessories that could be useful depending on the time of year, for example; near the summer holidays offering 20% of Mini luggage. Again this further pushes the accessories and life-style ranges and raises awareness of these products.

Fig. 29

In order to motivate consumers to purchase the lifestyle range and ‘gift their mini’ personal discounts will be introduced. This provides the consumer with a one-off price to nudge them towards a purchase. This particular discount price strategy of using promotional discounts will be used infrequently and for short periods of time in order to maximise sales, revenue and profit. These discounts will also be seen as reward to repeat customers and helps to build consumer loyalty.

43

Fig. 30

In the past advertising second hand cars has often been forgotten about with new car adverts dominating our TV screens and glossy magazines. We feel this is something that needs to change, especially if the second hand car market is rising. Mini needs to capitalise on this opportunity to promote and show off the used cars they can provide and show their assertiveness in this area. In order to advertise this market we want to introduce ‘dating ads’ for cars, similar to the Jeffrey Campbell Cat adverts in fig 32. We want to take Mini’s playful, fun identity and produce an advertising campaign that will catch people’s attention. Instead of the sexualised route that many car brands have taken with their second hand car advertising (see fig 31), we felt it was important that Mini produce something different and more fitting with their current image. Certain attributes will be highlighted on the ad depending on the used car and its previous story and links to our big creative idea in a tongue-in-cheek way.

44 DATING ADS.

Fig. 31

Fig. 32

As mentioned previously, the path to consumer advocacy is through experiences, ‘it’s about building an organisation that is capable of delivering winning brand experiences at every stage of the consumer journey’ (Weir, 2013).

Taking this on board we decided that a good way to interact and maintain a relationship with consumers would be to take the dating adverts campaign and to extend this through to a speed-dating event for your car. This would allow Mini owners to meet other Mini lovers in a fun and playful manner, which is something that fits into the cheeky, light-hearted image that Mini currently communicates. It would provide consumers with the opportunity to connect and socialise with the brand as well as other Mini advocates and ambassadors and allows consumers to immerse themselves in the Mini experience.

45 SPEED DATING.

Fig. 33

This idea of attaching human attributes and personalities to Mini products is the proposed strategy we put forward to allow Mini to re-connect with their consumers and to regain the heart of the public. Using brand experiences to form a bond between the brand, consumer and product will obtain and secure loyal consumers and allow Mini to stand out in terms of the services they offer. Consistency is key and this idea of forming a relationship with the brand allows the brand experience to be provided at all consumer touch points. The recommendations endorse the idea of strengthening a bond between the brand and the consumer and invites Mini customers to join the Mini journey and to create their own story with the brand.

46TO CONCLUDE.

Fig. 34

MINI JOIN THEJOURNEY.

REFERENCES AND BIBLIOGRAPHY.48

BIRKNER, C, 2011. Lifestyle Brands Make It Personal. Effective Brands [online], 28 February. Available at: http://www.effectivebrands.com/articles/2011-02-28_issue-of-Marketing-News_Lifestyle-Brands.pdf [Accessed 12 January 2013].

CHADWICK, S. 2012. Wall post response [online]. Facebook. Available at: http://www.facebook.com/britishminiclub?fref=ts [Accessed 30 November 2012].

COLLETT, P and MARSH, P. (1986). Driving passion: The psychology of the Car. London, Jonathan Cape.

FRANKLIN, K and TILL, C. 2012. Trend Report: The Real Thing [online]. Computer Arts. Available at: http://www.computerarts.co.uk/features/trend-report-real-thing?page=2 [Accessed 20 January 2013].

GARRETT, J. 2006. Customer Loyalty and the Elements of User Experience [online]. Design Management Review. Available at: http://www.dmi.org/dmi/html/interests/strategy/06171GAR35.pdf[Accessed 13 January 2012].

HOLMES, C., 2013. HR Manager: Interview with Jade Holmes, Hertfordshire, 05 January 2013.

KOTLER, P. (2000). Marketing Management. London: Prentice Hall International ed. (Millenium ed).

LEMMINK, J et al. (2003),”Consumers’ trade-off between relationship, service package and price: An empirical study in the car industry”, European Journal of Marketing, Vol. 37 Iss: 1 pp. 219 – 242

MARKETING MAG, 2011. Top 10 experiential campaigns of 2011 [online]. Marketing Mag. Available at: http://www.marketingmag.com.au/news/top10-experiential-campaigns-of-2011-8329/#.UKoo5UL7WCQ [Accessed 25 November 2012].

MINI, 2012. Heritage [online]. Mini motor sport. Available at:http://www.minimotorsport.com/en/specials/heritage [Accessed 17 October 2012].

MINTEL, 2009. Purchasing of New and Second-hand Cars UK. [on-line]. Available via: Mintel [Accessed 19 November 2012].

MINTEL, 2011 Car Buying UK. [online]. Available via: Mintel [Accessed 19 November 2012].

NCP, 2011. NCP Car names report: I name this car…Rooney [online]. NCP. Available at: http://www.ncp.co.uk/documents/pdf/car-names.pdf[Accessed 20 November 2012].

O’REILLY, C, 2012. What do you love most about your Mini? [online]. Facebook. Available at :https://www.facebook.com/photo.php?fbid=10151050442851640&set=a.379982001639.165479.285423841639&-type=3&theater [Accessed 03 December 2012].

PHEDON, P., 2012. Mini brief, [Lecture to Fashion Communication and Promotion, Nottingham Trent University]. 22 October

RAMANI, J. 2012. Why Are Car Manufacturers Offering Endless Cus-tomisation Options? [online]. Topcarspicks. Available at: http://www.topcarspicks.com/why-are-car-manufacturers-offering-endless-custo-misation-options.html [Accessed 12 January 2013].

LIST OF REFERENCES.

REICHHELD, F. (2006). The Ultimate Question: driving good profits and true growth. Boston, Harvard Business School Press.

SIMMS, C and TROTT, P,. 2006. The perceptions of the BMW Mini brand: the importance of historical associations and the development of a model, Journal of Product and Brand Management [online], 15 (4) pp. 228-238. Available via: Emerald Insight [Accessed 20 November 2012].

SIMMS, C and TROTT, P,. 2007. An analysis of the repositioning of the ‘BMW Mini’ Brand, Journal of Product & Brand Management [online], 16 (5) pp.297-309. Available via: Emerald Insight [Accessed 20 No-vember 2012].

TWELEVETREES, S,. 2012. Accounts Manager:Interview with Amy Jane Twelevetrees, Reading, 20 November 2012.

VANAUKEN, B, 2007. Brand Accessibility: Revenue Within Reach. Branding Strategy Insider [online], 04 July. Available at: http://www.brandingstrategyinsider.com/brand-accessibility [Accessed 12 January 2013].

WEIR, A. 2013. Brand Experience. Brandexperiencematters [online blog], Available at: http://brandexperiencematters.blogspot.co.uk/ [Ac-cessed 16 January 2013].

LIST OF ILLUSTRATIONS.

Fig. 1. MINI. 2012. July 3, 2012: Mini Cooper Jeff Lewis [Photograph].[Online]. Available at: http://www.facebook.com/photo.php?fbid=10150928338298511&set=pb.115434098510.-2207520000.1359457851&-type=3&theater [Accessed 26 January 2013].

Fig. 2. MINI. 2012. Mini Paceman – design with bite [Photograph].[Online]. Available at: http://www.facebook.com/photo.php?fbid=10151150404768511&set=pb.115434098510.-2207520000.1359457156&-type=3&theater [Accessed 26 January 2013].

Fig. 3. MINI. 2012. Mini more than just a car advert [Photograph].[Online]. Available at: http://www.facebook.com/photo.php?fbid=10151096389643511&set=pb.115434098510.-2207520000.1359457468&-type=3&theater [Accessed 25 January 2013].

Fig. 4. Anon. 2012. Stunning photos of Mini Cooper [Photograph].[On-line]. Available at: http://www.markedlines.com/50-stunning-photos-of-mini-cooper/[Accessed 24 January 2013].

Fig. 5. MINI. 1989. The Mini Thirty. Born in 1989 [Photograph].[On-line]. Available at: http://www.facebook.com/photo.php?fbid=10151183345426640&set=pb.285423841639.-2207520000.1359458006&-type=3&theater [Accessed 26 January 2013].

Fig. 6. MINI. 2012. Mini John Cooper Works Paceman: Per-formance Art [Photograph].[Online]. Available at: http://www.facebook.com/photo.php?fbid=10151179219138511&set=pb.115434098510.-2207520000.1359455772&type=3&theater [Ac-cessed 25 January 2013].

Fig. 7. MINI. 2012. Mini Bulldog [Photograph].[Online]. Available at: http://www.facebook.com/photo.php?fbid=10151109672613511&set=pb.115434098510.-2207520000.1359460475&type=3&theater [Ac-cessed 25 January 2013].

Fig. 8. MINI. 2012. Mini Roadster models, 2012. In: Mini Digital Bro-chure: Mini Coupe, Mini Roadster 2012, p.32

Fig. 9. MINI. 2013. Mini Union Jack [Photograph].[Online]. Available at:http://www.facebook.com/photo.php?fbid=10151230010583511&set=pb.115434098510.-2207520000.1359455081&type=3&theater [Ac-cessed 25 January 2013].

Fig. 10. HARD WIRED PHOTO. 2013. Mini Cooper S [Photograph].[Online]. Available at: http://www.facebook.com/photo.php?fbid=135062616650505&set=o.285423841639&type=3&theater [Accessed 24 January 2013].

Fig. 11. MINI. 2012. Mini Lifestyle Collection [Photograph],[Online]. Available at: http://www.facebook.com/photo.php?fbid=10151096621298511&set=pb.115434098510.-2207520000.1359457468&-type=3&theater [Accessed 25 January 2013].

Fig, 12. MINI. 2012. Mini Cooper S Spider Advert [Photograph].[On-line]. Available at: http://www.ibelieveinadv.com/commons/mini-scary.jpg [Accessed 27 January 2013].

Fig. 13. YASIDDESIGN. 2011. Pepper Mini Cooper [Photograph].[On-line]. Available at: http://yasiddesign.deviantart.com/art/Pepper-Mini-Cooper-CARS-sub2-255637921 [Accessed 24 January 2013].

Fig. 14. Anon. 2012. 2012 Mini Cooper S Front View [Photograph].[Online]. Available at: http://www.newsandphotography.com/tag/mini-cooper-s-2012-specifications [Accessed 20 January 2013].

Fig. 15. FIAT. 201. Black Fiat 500: Gucci [Photograph].[Online]. Avail-able at: http://designcollector.net/gucci-fiat-500/fiat500-gucci-8/

[Accessed 20 January 2013].

Fig. 16. FIAT. 2012. Upholstery. In: Fiat 500 brochure, p.81

Fig. 17. CITROEN. 2012. Citroen DS3 Racing S.Loeb edition [Photo-graph].[Online]. Available at: http://blogautomobile.fr/citroan-ds3-rac-ing-sloeb-edition-142578#axzz2JPaeW4R2 [Accessed 20 January 2013].

Fig. 18. ORLANDO MINI. 2012. Choice of Toppings promotion [Pho-tograph].[Online]. Available at: http://www.flickr.com/photos/spacedog-studios/5860138058/lightbox/[Accessed 27 January 2013].

Fig. 19. MINI. 2013. Mini John Cooper Works Paceman [Photograph].[Online]. Available at: http://www.facebook.com/photo.php?fbid=10151188341723511&set=pb.115434098510.-2207520000.1359455772&-type=3&theater [Accessed 25 January 2013].

Fig. 20. MINI. 2012. Not normal advert [Photograph].[Online]. Avail-able at: http://www.facebook.com/photo.php?fbid=10151188538208511&set=pb.115434098510.-2207520000.1359455772&type=3&theater [Accessed 27 January 2013].

Fig. 21. HOLMES, J. 2012. Amy Jane Audi Experience [Photograph].[Own].

Fig. 22. MINI. 2012. Mini Coupe, 2012. In: Mini Digital Brochure: Mini Coupe, Mini Roadster 2012, p.8

Fig. 23. MINI. 2012. Not normal advert [Photograph].[Online]. Avail-able at: http://www.facebook.com/photo.php?fbid=10151188540883511&set=pb.115434098510.-2207520000.1359455772&type=3&theater [Accessed 27 January 2013].

Fig. 24. DYNE, H. 2012. My Mini loving the snow [Photograph].[On-line]. Available at: http://www.facebook.com/photo.php?fbid=10200195

648724354&set=o.285423841639&type=3&permPage=1 [Accessed 24 January 2013].

Fig. 25. MINI. 2012. Mini Paceman – design with bite [Photograph].[Online]. Available at: http://www.face-book.com/photo.php?fbid=10151150409013511&set=pb.115434098510.-2207520000.1359457156&type=3&theater [Ac-cessed 26 January 2013].

Fig. 26. MINI. 2012. Mini John Cooper Works Pace-man [Photograph].[Online]. Available at: http://www.face-book.com/photo.php?fbid=10151178905468511&set=pb.115434098510.-2207520000.1359458429&type=3&theater [Accessed 26 January 2013].

Fig. 27. MINI. 2012. Mini John Cooper Works GP [Photograph].[On-line]. Available at: http://www.facebook.com/photo.php?fbid=10150964639078511&set=pb.115434098510.-2207520000.1359457744&-type=3&theater [Accessed 25 January 2013].

Fig. 28. MINI. 2012. Mini matchmaker advert [Photograph].[Online]. Available at: http://www.facebook.com/photo.php?fbid=10151096390468511&set=pb.115434098510.-2207520000.1359457468&-type=3&theater [Accessed 25 January 2013].

Fig. 29. MINI. 2012. Folding Bike, 2012. In: Mini Lifestyle brochure: Mini Collection 2011-2012, p.20

Fig. 30. RANDAZZO, T. 2012. Red Cooper sunset illustration [Pho-tograph].[Online]. Available at: http://www.aarepsinteractive.com/wordpress/?m=201207 [Accessed 24 January 2013].

Fig. 31. DAIMIER AG. 2000. The Babe [Photograph].[Online]. Available at: http://www.advertolog.com/mercedes-benz-6087805/print-outdoor/the-babe-2778305/ [Accessed 27 January 2013].

Fig. 32. COOPER, I. 2012. Jeffrey Campbell inside of shoe box

[Photograph].[Online]. Available at: http://www.inglathcooper.com/cool-shoes-and-paying-it-forward [Accessed 29 January 2013].

Fig. 33. MINI. 2013. Mini Cooper cream [Photograph].[Online]. Available at:http://www.facebook.com/photo.php?fbid=10151216996808511&set=pb.115434098510.-2207520000.1359455771&type=3&theater [Accessed 25 January 2013].

Fig. 34. MINI. 2013. New model print campaign [Photograph].[Online]. Available at: http://www.facebook.com/photo.php?fbid=430130488510&set=a.429400893510.225528.115434098510&type=3&theater [Accessed 27 January 2013].

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