Writes Schenck: "My question to BMW and any luxury brand, really, is: why? How can a company invest so much time and energy and so many marketing dollars into nurturing and cultivating a brand like BMW, only to see it unravel at the dealer level? ... Memo to my compadres at GSD&M: Consider impressing on the guys in Germany that brand experiences don't begin and end with TV commercials or virals or vodcasts. They carry down into the showroom as well."