In the context of an integral brand strategy, dan pearlman developed for the brand MINI the MINI Brand Book. On the one hand, it serves as a manual and encyclopedia, on the other hand, it is emotional and haptic and only available in a limited edition for the managerial staff. Furthermore dan pearlman created an interactive Brand Experience with the MINI Dealer Drive which includes a brand training course in order to prepare over 2.000 car dealers for a younger target group. Finally, in developing a new Brand Strategy, dan pearlman helped John Cooper Works to prepare the Tuning brand for the international market.
The MINI Brand Book brings together the entire knowledge of the MINI brand world and substance of the product. The MINI Brand Book, developed by dan pearlman, communicates the brand in terms of content and emotions and at the same time gives a feeling of special exclusivity. The flexible structure permits updates at any time. When the MINI brand was taken over by the BMW Group, John Cooper Works (JCW) urgently needed a new, strict umbrella brand strategy. MINI and JCW have a joint look. dan pearlman made the tuning brand fit for MINI and thus ready for its future on the international stage.