BMW no longer "The Ultimate Driving Machine"

UPDATE: 10–08–2006: The story that prompted this post was wrong, BMW: Still "The Ultimate Driving Machine" after all

BMW are dropping  “The Ultimate Driving Machine” slogan and adopting…

“A Company of Ideas”

I think that’s a company with one dumb idea, so who makes The Ultimate Driving Machine now?

Changing a Winning Ad Slogan for No Good Reason - Adage

Changing a Winning Ad Slogan for No Good Reason - Adage

“In his book, Adcult USA, James Twitchell tells a story about Rosser Reeves. An executive of Minute Maid once complained about Reeves's refusal to fiddle with the advertising, saying "You have 47 people working on my brand, and you haven't changed the campaign in 12 years. What are they doing?"

Reeves replied: "They're keeping your people from changing your ad." “

“In his book, Adcult USA, James Twitchell tells a story about Rosser Reeves. An executive of Minute Maid once complained about Reeves's refusal to fiddle with the advertising, saying "You have 47 people working on my brand, and you haven't changed the campaign in 12 years. What are they doing?"

Reeves replied: "They're keeping your people from changing your ad." “

Via Autoblog

Via Autoblog