Branding The Ford Motor Company
Have you seen the new commercial and re-branding from Bill Ford
and the Ford Motor Company? As you know Ford is in big trouble.
So they seem to be changing their positioning and re-Branding.
Here's the brilliant re-positioning they came up with (and it
pretty much includes everything):
1. American Auto Industry is facing new challenges and fierce
competition: Ya think Bill? Maybe the writing has been on the
wall for the last 15 years? Maybe Bill Ford was on a golf course
somewhere counting his millions. You're too late Mr. Ford!
Telling us that you're behind is like leaving the barn door
open...we know it.
2. Ford is making new investments in R & D: Wow, Ford, you're
blazing a new trail...By the time you catch up to BMW, Audi,
Mercedes, Lexus, Toyota, Honda they'll be out with their
futuristic space age models that fly which will again put you 20
years behind. Face it Ford, we don't buy your cars because of R
& D. We use to buy your cars because they were American made and
RELIABLE. Now they're made everywhere and they are not RELIABLE
(hmmm, am I hinting at the correct positioning Bill?). Since you
can't have the luxury, sports car markets why don't you make
your cars more RELIABLE.
3. Hybrids: Here's what I think of Hybrids: It's like when you
go to a vending machine and look at the choices. You can pay an
extra quarter and get some trendy healthy tastes bad power bar
or you can reach in and grab old comfortable Snickers. Since
we've branded a national vending company we already know the
answer. Here it is; People say they want to eat healthy and they
scream for it but when it comes time to buy they buy unhealthy.
Same will apply to Hybrids (see Diesel cars).
4. Working with Volvo to find new safety innovations: Man oh
man, why is it that company's think they have to be everything
to everyone. People who buy a Volvo buy it for the safety and
for nothing else. What a great brand identity and brand image
Volvo has. Kudos to Volvo for doing it right. But Ford, are
people buying Ford's for the safety aspect? I think not. Why is
it anyone buys a Ford? That's your secret weapon. Draw your line
in the sand and then build your new Branding!
5. Retake the US roadways and as always innovation is leading
the way: This coming from the worst innovative carmaker in the
world. Here's what Americans want from Ford. A good, RELIABLE
car made in good old USA. Stop trying to be everything to
everyone and your re-Branding will pay big dividends (wink,
wink).
I wish Bill Ford would call me. I'll set him straight lickedy
split.
What do you think world? Let us know at
http://www.brandidentityguru.com.