This is not one of them:
BMW apologized after a PR strategy to pay for the naming rights to a weather system backfired — that system turned into the deep freeze that’s claimed dozens of lives across Europe.
The goal was to promote BMW’s Mini Cooper brand by paying Germany’s meteorological office 299 euros ($392) to name a system “Cooper” — a practice in place since 2002 to help fund weather monitoring work in Germany. Unfortunately for BMW, the system it was assigned to turned out to be a killer.
On the face of it, this seems like a pretty stupid notion: pay money to associate your brand with a major weather disturbance? Didn’t BMW’s PR folks notice that the association most people have with named weather is negative?
