Any doubters of the effectiveness of integrated and alternative marketing should be directed to this story. Jeffrey Rayport spoke at the recent CTAM conference, helping the cable television industry look at their consumers in a new way. He speaks about a little brand named Scion that boldly presented itself to its consumer in such a series of ways that the launch is evidently the most successful in automotive history. If you don’t like the ads, or the car, or the outdoor, or the events, that’s just fine with Toyota. They obviously weren’t meant for you. They clearly worked for their intended audience. Intelligent marketing like this makes me happy to be in the business.