Chapter 7

Grounding social media in content strategy

Maintain consistency, channel to channel

We built the brand not through a pretty picture, but through content creation,” began Birch Norton, a partner at BEAM Interactive and creative director of the agency's account with MINI.1 BEAM has been working with MINI since the little car with a big heart—and an enviable turning radius2—first came to the US in 2001.

BEAM faced the challenge of establishing visibility and building a brand for a British BMW subsidiary that was relatively unknown in what was then the world's largest automotive market. Outside the US, it was a different story. MINI had a long history in Europe. After its launch in 1959, consumers and automotive designers alike embraced ...

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