August 1, 2009

Customizing my Mini

Just got back from the Mini Cooper dealership here in Sao Paulo.  The Mini Cooper S I ordered has finally arrived (after a dreadful wait).   My 7-year old daughter and I had loads of fun at the Mini Lounge selecting the accessories to make it my Mini.... bonnet stripes, checkered-flag mirror caps, 17" web spoke alloy tires.  

Customization is a beautiful and powerful marketing concept.  

As a consumer, the design-your-own movement is an empowering experience.  Consumers feel special, unique, differentiated, which ultimately builds a greater affinity for the brand.   

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