BMW have created an online publication around aspirations which they want their customers and brand to identify with. Produced in association with BMW, edited by Johnny Davis, Into the Stormasks "Who's your hero? And what does it mean to be noble and good in the 21st Century?"

Beautifully produced in flash, Into the storm is a really nice lifestyle magazine with some great photography and interesting stories.

Just a thought but how long will it be until brands buy existing fashion lifestyle publications and leverage them to produce the complete branded lifestyle. The Apple Face anyone?
Tags: Marketing