Toyota Corolla: Emotional Investment, Financial Return - the launch of the next generation Toyota Corolla
Lindsey Parnell and Adrian Zambardino
This paper is about the financial value of emotional differentiation. In it, we will demonstrate how the launch campaign for the new Toyota Corolla repositioned the brand from being a reliable car that offered good value for money to one that you would actively desire.
| Agency: Saatchi & Saatchi and Zenith Optimedia | Authors: Lindsey Parnell and Adrian Zambardino |
Emotional Investment, Financial Return
The launch of the next generation Toyota Corolla
EMOTIONAL INVESTMENT, FINANCIAL RETURN
The launch of the next generation Toyota...
