Toshiba Laptops: Space Chair
Grey London
SUMMARY
This paper is about the rewards of ambition.
In austere times, convention dictated that we traded our brand to build volume.
We did the opposite. Rather than reducing the price of the product, we agreed a commercial objective with Toshiba to increase the average price paid for a Toshiba laptop by at least 3% in the three key European markets – Great Britain, Germany and France - whilst maintaining the same level of overall revenue.
So rather than ‘trade’ our brand, we chose to invest in it. We wanted people to value it...