BMW 'i' sub-brand

Auto marketers and PR people have a love-hate relationship with the Internet. It lets them connect directly with users and fans, but it also transmits facts, leaks, and rumors at lightning speed. That meant that this morning's BMW press conference, telecast live from BMW Welt in a snowy Munich, contained very little new to anyone who had been following closely. The event was to announce that BMW is creating a new sub-brand (which had been rumored), to be known as 'i' (which had been rumored), with its own graphic (which had been leaked), that will grow to include an entire range of...