How did MINI achieve all that frenzy around its brand? How come an automobile company gathers tens of thousands members and millions of posts at a virtual forum? Why is so important for a car manufacturer to be seen as a fashion statement and be associated with art? Is MINI really seen as standing above competition in the major points of its claimed value proposition? Where do might some major risks for the company''s brand value come from? The book tries to answer all these questions and provide some other useful insights from the true success story within the automobile industry of the last decade.