Future Vision by Erwin Van Lun on this article
Brands are increasingly becoming an open network of people where the division between employee and consumer will fade entirely. This is a nice example. Currently 75% is a member of the community, later you’ll standardly be a member when you buy a Mini (new or second-hand) and you determine your activity level. Then you can save customers’ individual transactions and, if wanted, show them, so that you get ‘my Minis’. You can add a picture to it and it’ll be a whole party. Brands with a symbolic function can do this kind of thing, and successfully so it seems.