Launching the New MINI

Launching the New MINI (2004) Harvard Business School Case (Holt and Quelch)

Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials produced to support the MINI launch in the United States. MINI USA executives worked with their ad agency Crispin Porter & Bogusky to develop these materials to address a variety of challenging strategic issues. Asks users to reverse-engineer the brand strategy from these documents.

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