BMW is one of the most valuable and respected brands in the world. BMW makes phenomenal cars and has had a history of great advertising with one of the best know taglines “The Ultimate Driving Machine”. Their recent growth has been driven by a focus on delivering on their brand purpose, “Enabling people to experience the joy of driving”. They design everything with this purpose in mind. They are in the car business but they are really in the joy business. When I looked closer, you could see that BMW lives and breathes a brand purpose in everything that they do. This purpose is supported by three core values: Innovation, Independence and Authenticity.