Instrato or Lexus?

Toyota is the world’s second largest automotive manufacturer, and in 2017 was standing as the fifth largest global company by revenue.  So why did such a successful company create another totally new brand – Lexus, in a highly saturated and ultra-competitive marketplace? Lexus was an idea from the Japanese car manufacturer, not to enter a […]

What is ‘new’?

Have you ever tried to create something new?  I don’t mean ‘fresh’; I mean actually ‘new’ – a thing that no one else is doing that will make people pause and say ‘Oh! That’s different – tell me more…” This Thursday we launch a new brand.  It’s been under wraps for a few months now […]