MINI Brand Strategy

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.