Cymfony’s Influence 2.0: ANA Masters of Marketing — The community of the Mini
Still a dearth of blogging from ANA. This quote suggests the marketers at BMW Mini have the right idea.
Jim McDowell on how Mini creates community among their owners: “We fuel it by not controlling it.
Source: Cymfony’s Influence 2.0: ANA Masters of Marketing — Quotable Quotes, Part 2
But the most telling piece is here at AttentionMax where the P&G CMO no less speaks of “Let’s stop thinking about consumers and start thinking about people“. As Max suggests it sounded like Stengel read Cluetrain the night before.
Stengel should’ve concluded with a tactical, achievable mandate to the thousand or so marketers in the room:
