Publications
Publications
- November 2004 (Revised April 2009)
- HBS Case Collection
Launching the New MINI
By: Douglas B. Holt and John A. Quelch
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.)