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CASE STUDY |
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| Years after Mitsubishi squandered most of its brand equity in an ill-fated zero-interest financing program, it had still not recaptured its glory days of the 1980s. With the new Outlander — a right-sized SUV with useful innovation, excellent road manners and appealing style — the Mitsubishi brand was at last poised for a resurgence. Six months before launch, it was time to start making sure customers showed more than zero interest in the brand. |
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