By Thomas Hobbs

1. Mini is reinventing a brand icon

The mini is a bit of a British institution – even if its most famous appearance was in The Italian Job.

However, as was made apparent by Marketing Week’s cover feature this week, the car brand is going through a bit of a marketing evolution.

The brand is seeking to position itself as a more serious and socially-conscious car marque with the launch of a new visual identity and brand philosophy.

This includes a simpler version of its logo and a move away from its humourous, tongue-in-cheek approach to brand communications in favour of a Read full story ›

Source: Marketing Week