More Brand Software

Would this count as brand software? In the past brand extensions and partnerships were seen as a way to milk the strength of a particular brand (usually a really expensive unattainable one) into something mass and affordable - think Ferrari key rings and clothing. These reeked of spin and image association - a badgeing exercise. Mini's approach is the other way round. They are using collaborations as a way to create additional hype for a new product, the Mini Clubman. In the spirit of the new car they have come up with some attention grabbing accessories to establish the lifestyle that goes with it. Not just putting a logo on a cap; some funky software that mediates the star product. I don't fully get the music player but the partnership with Onitsuka Tiger is a strong fit against the retro notion that you should have special shoes to participate in the sport of driving.