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mercedes benz car on an exhibition platform

Brand-led innovation at Mercedes

Mercedes-Benz and Wolff Olins produced this short film, which shows how the company created not a new product but a new service, the Driving Academy, using the principles of brand-led innovation. How well does this example fit the model we described in step 5.6? What would you say is the brand idea that inspired this innovation?

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This article is from the free online course:

The Secret Power of Brands

UEA (University of East Anglia)

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