Publications
Publications
  • November 2004 (Revised April 2009)
  • Case
  • HBS Case Collection

Launching the New MINI

  • Format:Multimedia
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Abstract

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 students to reverse-engineer the brand strategy from these documents.

Keywords

Advertising; Brands and Branding; Marketing Strategy; Product Launch; Creativity; Auto Industry; United States

Citation

Holt, Douglas B., and John A. Quelch. "Launching the New MINI." Harvard Business School Multimedia/Video Case 505-020, November 2004. (Revised April 2009.)

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