This is the new Mercedes Benz museum. If a car is just a car, a utilitarian device to get us from one place to another cheaply, quickly and safely, then why would Mercedes need a museum?
Of course, that’s not what a car is. A car is a symbol, a story… yes, it’s a lie. It’s an amalgamation of the identity of the maker and the purchaser and it says an enormous amount about who we are. The same thing is true about the mp3 player you wear, the cell phone you use and, yes, the insurance company you choose.
The best marketers craft these stories carefully, knowing that this is what people are actually buying. So, if you were trying to make something museum-worthy, what would you do now?