That, in a nutshell, sums up John Butler's unconventional approach to marketing MINI, which I explore in my book, THE ON-DEMAND BRAND (available everywhere books are sold).
In part two of this source interview, Butler talks about how this mindset, combined with in-house digital expertise at Butler, Shine, Stern & Partners led to such innovations like billboards that use RFID technology to call out to MINI drivers, with messages like "Nice day to have the top down, Ed!"
The effort was part of the MINI "Covert" campaign that has helped MINI make a major splash in the world of automotive marketing.
Here's more from a great interview that offers some outstanding insights on success in the digital age.
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