Case Study: MINI Cooper: Creating an Iconic Lifestyle Brand 1) Describe how the "make waiting fun" concept works for the MINI Cooper in a market where consumers do not want to wait for anything?

2) Do you feel MINI-USA has been successful in creating a "motoring" consumption subculture? Explain.

3) How does customer perception play into MINI-USA differentiating between its MINI "motoring advisors" and other car salespeople?

4) Go onto the MINI-USA website at www.miniusa.com. Do you feel the site is achieving the goals set forth in the initial launch campaign? Explain.