I find it interesting the things that company’s will do in the name of their brand. I was particularly intrigued by the BMW Films. I absolutely loved the series and I will forever associate that experience with the carmaker. The trouble is I don’t think it made it any more likely that I would buy one of their cars.
What brought this to mind was a visit to Daypop’s Top 40 last week. At number #32 was “The Adventures of Seinfeld & Superman”. Jerry and American Express have teamed up to create a couple of short films (4-5 min). The first film is up and it is great. It seems AE is taking the same route as BMW to create entertainment to enhance their brand.
So, here is the question – Do you agree with this method of brand building? Will BMW and American Express’ brands benefit from producing entertainment? Why or Why Not?