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Advertising, Design, Storytelling, Social(izing), Broadcast, Web stuff, Direct, Brand essence, and other things. It's connecting with people. Getting into their heads. Getting response. No matter the medium.

A 1975 tagline that still encompasses the brand essence. The power of a great idea.

http://www.nytimes.com/2012/01/06/business/media/tagline-37-is-promoted-to-bmws-slogan.html?_r=1