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Scion's Marketing Story: As You've Never Heard It Before
Hoag Levins, Advertising Age
Nov. 20th, 2008
NEW Y0RK (AdAge.com) — Prior to the current economic crisis and Toyota's shift in product strategy, Scion was one of auto industry's most extraordinary marketing success stories. And we haven't heard anyone summarize that tale better than Jeffrey Rayport did at the recent CTAM conference. The marketing consultant told the Cable TV industry to rethink its relationship with consumers and empower them more. As an example, he cited the way Scion's 2003 launch managers rethought every aspect of customer engagement.