BMW announced this week that they will be using the sub-brand “BMW i” for their electric and hybrid cars which will launch in 2013. While the sub-brand strategy is a departure from Mercedes approach of using the Smart brand, is the BMW i concept innovative? (more…)
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Bio
Monika Wingate
Monika Wingate is the owner of Fountainhead Brand Consulting. She has over 15 years of brand consulting, new product development, and consumer insights experience. Monika previously held research management positions at General Mills and Pillsbury, and has helped a variety of companies develop new products and growth strategies including Sub-Zero, Stonyfield Farms, U.S. Bank and Lands’ End.
