MINI – now that’s a desirable brand

I was walking down the street when I saw a little boy point excitedly.

“Look Mum!” he shouted, “a MINI!”

It made me think: Would a kid shout “Hey Mum – a Mondeo!” or “Wow – a Vauxhall!”? Not likely, I thought.

Then last week, in Germany, there was a competition to win a MINI. So keen was a chap named Andreas Muller to bag the prize, he had the word MINI tattooed on his penis.

Good thing he wasn’t competing for a Land Rover Range Rover Sport Supercharged HSE.

Surely, greater love hath no man for a brand than this, that he lay down his penis for it.

On the subject of brand desirability, did you read Lucy Handley’s excellent article on the subject last month in Marketing Week? If not,  here’s the link.