Playing in tune

Brands cross-promote all the time, but the emergence of these two bedfellows– BMW and Steinway– is truly fascinating.  I actually like it.  A lot. And I’m not sure which brand benefits more, which is why it is probably a good deal for each party. BMW benefits from the elegance and sophistication of Steinway, a classic figuratively and literally. Steinway benefits from the modernity, engineering halo, and sexiness of BMW. Steinway is an older brand and frankly a little juice might help keep it relevant. Great stuff- proving once again that some of the best ideas out there are way out on the perimeter. A car-piano partnership, in the abstract, is not intuitive. But this one works.

What’s next, a deal between Harley and the Gibson guitar company? Wait a minute, that might actually work…

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