The meaning of premium
We teamed up with BMW Group to define the building blocks of premium experiences
As part of the corporate strategy “Number One Next” the BMW Group is putting renewed emphasis on its position as the only global car manufacturer exclusively operating in the premium segment.
To execute this strategy across the organization, The Deep Bench has developed a strategic framework clearly defining the meaning of “premium” in the BMW Group context.
“WHAT is the role of premium in A CHANGING WORLD? And HOW DO YOU CONTINUE TO PROVIDE A PREMIUM EXPERIENCE WHEN THE PRODUCT BECOMES A SERVICE?”
In a series of workshops with a wide range of departments, The Deep Bench has applied a gamification approach to fill the developed framework with life.