We have more digitalisation, so all of a sudden people can get more information about everything and are keen to know what’s behind the brand and the shiny surface,” says Marc Lengning, head of brand management at Mini. The key is constantly refreshing it,” Silver said. “Keeping it fresh to keep the consumer interested.” Zuru in June released a “Gold Rush” edition of three dozen gold-toned rare minis. Previously it also released a toy minis line featuring miniature Crayola boxes, Frisbees, and other iconic toy brands. Zuru's miniature grocery store items have gone viral on Tik Tok, with videos featuring the toys ... [+] viewed more than 1.6 billion times. Zuru This will provide the somewhat unusual spectacle of a piecemeal brand relaunch that reveals itself over time as each of the five models receives their new identity – a conscious decision by Mini as it looks to make consumers more aware of its different product lines.

The decision to bring Mini’s different models to the fore is intended to broaden its appeal and bolster its current growth trajectory. At present, the flagship Mini model, the Hatch, accounts for 69% of all Mini sales in the UK, while the all-terrain Countryman accounts for about 15%. By giving each of its five models their own platform, Mini hopes to achieve greater diversity in its sales mix and encourage consumers to reconsider the brand. In all sectors, digitalisation changes things and you have two choices: you just ignore it, which in my opinion is not a good idea, or you start playing with it and really shape the future. That’s what we’re doing,” says Lengning. The Mini heritage Mini Brands turned out to "have this incredibly emotive connection with people," said Zuru CEO Anna ... [+] Mowbray. Zuru We are constantly amazed by the dedication and creativity of Mini Brands fans,” added Will. “Their passion for the brand continues to inspire us, and we are committed to bringing them even more exciting new products and experiences.”Lots of space inside with minimum dimensions outside, seats for four passengers, impeccable driving characteristics, superior fuel economy, and a very affordable price – precisely this was the brief the creator of the Mini, automotive engineer and designer Alec Issigonis, received from BMC’s Top Management. The new brand identity will debut in advertising for the Clubman when the model goes on sale in October. A preview of print and outdoor ads shown at the launch event reveals a more sparse, sombre presentation in comparison to recent Mini campaigns, such as ‘Not Normal’ in 2013. The Clubman is simply photographed against a hardwood floor in an old industrial building as light streams in from a glass roof, with minimal copy underneath. I can’t deny I’m entertained by my miniature groceries. I marvel as I compare the mini Dove to the real one. Yet as children’s toys, they are more concerning and you can’t help wondering where playtime ends and consuming begins. The option enables Mini owners to make money from their vehicles when they are not using them by authorising registered DriveNow users to access and drive their cars. People can locate cars in their vicinity via the mobile DriveNow app and Mini owners can use the platform and respond to requests on their connected car dashboards. We know the brand’s on fire, but we don’t want to just saturate the market,” she said. “We need to make sure we manage that very fine line around scarcity,” by placing special editions like the Gold Rush in select retailers for very limited time periods, she said.

The Mini Brands craze shows no signs of slowing down, with the launch of the highly anticipated Disney Mini Brands Series 2 and Toy Mini Brands Series 3 keeping fans engaged and eager for more. These new series feature an expanded collection of beloved characters and popular toys, providing fans with even more ways to collect and trade their favourite Mini Brands.Last month, in a graffiti-daubed former factory in central Berlin, executives from Mini’s owner BMW gathered to announce “the third chapter” in its 56-year history. Marketing Week received exclusive access to hear the story behind the brand’s latest reboot, including new designs, a new logo and a new positioning for its cars. In the rush to embrace digital change, Mini is also keen to avoid losing touch with its rich British heritage. The original Mini, created in 1959 by car designer Sir Alec Issigonis for the British Motor Corporation, was a no-frills small car dedicated to making optimum use of space. The first version to go on sale even did so without in-car heating on standard models; customers had to request the installation of a heating unit if they wanted one. Despite the strength of its brand, Mini is a relatively small company in sales terms. Schwarzenbauer announced last month that Miniis having its best ever year, selling more than 160,000 units inthe first half of 2015, yet this performance pales in comparisonto some of the world’s biggest car brands. Last year, Mini vehicle sales accounted for 14.3% of BMW Group’s total volume. Though it is reinventing itself again, retaining its links to thepast will be crucial for Mini as it develops its new brand identity in the years ahead. Among other announcements made last month was a pledge by the brand to begin investing in startup accelerators around the world that aim to develop solutions for “urban living”. Yet as Mini expands its services and its role within society, it must also hang onto the qualities that have made it iconic for so long. Collect Action Cards throughout the game. Some cards help you, while others effect your playing partners.