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.