I've always been known to friends and family as an astute observer of my environment.  Often, when recounting a story from years gone by, I will make a remark about the most minute detail [someone's colorful shoelaces, or the word they mispronounced or the appetizer they ordered at dinner that night] much to the amazement [or amusement] of my audience. But in real life, most people seem to notice and remember the BIG things: the red Rolls Royce limo that delivered the Prom Queen, the day JFK was killed, what they were doing when Elvis died, or the time Grandma's Christmas tree went up in flames.
It's often the same way in the business world.  People like to talk about the new Jaguar their boss bought, or the HUGE house being built by their pediatrician, or the million-dollar deal their Realtor just closed.  But one company is changing that ... in a BIG way. Despite the small size of their product.
The Mini Cooper is one of the smallest cars on the market today, but they have created a buzz unseen in the automotive industry since the introduction of the original VW 'bug'.  At first glance, there are a limited number of offerings: Coupe, Clubman, Countryman and Convertible.  And they all kinda look the same.  So how do you build a brand in the United States while keeping the integrity of your quirky Euro-design?
Mini found a way.  In a BIG way.  Spend a little time at a Mini dealership and you'll know exactly what I'm talking about.  The showrooms aren't just places to wait for some salesman to strong-arm you into a car you'll hate by the time you get home.  They're more like a shrine to everything Mini.  With a tongue-in-cheek attitude, Mini offers gargantuan duffel bags in outlandish colors, die-cast scale model reproductions with unique graphics, cell phone covers, portfolios, decals, stickers, and more ... all emblazoned with the word "Mini".  There was even a lime-green belt made from seat belt material in the display case.  [I say 'was' because I know own it!]  Mini drivers LOVE this stuff, and on every visit to the showroom struggle with the decision of what Mini accessory to add to their collection. In addition, they seem compelled to honk and wave at their fellow 'Coopers' and to exchange tips and stories with Mini-driving strangers in random parking lots.
The company also treats Mini owners like part of the family, sending them packs of Mini-themed holiday cards, or branded trinkets or humor-laden invitations throughout the year.  In essence, they have turned a contender into a champion.
Seriously, it's almost like a cult.  But I promise, there's no Kool-Aid in the showroom.
Let's talk about how we can make your brand stand out from the crowd!

More info on this and other business topics can be found on my website at www.theARTofHYPE.com .

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