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Monday, October 1, 2012

FORD GOES FURTHER WITH NEW BRAND SLOGAN


Ford Motor Company is beginning to roll out its new Brand Promise, ‘Go Further’. Ford Motor Company of Southern Africa (FMCSA) is following suit communicating the ‘Go Further’ promise, both internally and externally. 

In 2008, with the introduction of the new Fiesta, Ford first introduced its ‘One Ford’ philosophy of a single, global company building and designing cars for a single global audience. Five years later the ‘One Ford’ plan continues to evolve with Ford Motor Company introducing its new Brand Promise ‘Go Further’ as an extension of ‘One Ford’. 

“‘One Ford’ drove a significant transformation of Ford’s culture,” says FMCSA’s Vice President Marketing, Sales and Service, Dean Stoneley, “so much so that Ford has established a clear, consistent identity in the global marketplace, an identity that now allows us to speak to the consumer with a single voice. While ‘One Ford’ is our company’s operating plan, ‘Go Further’ takes it a step further by making this a promise that is also communicated externally. 

The ‘Go Further’ brand promise arose from an extensive examination of who we are as a company. Within Ford and the Dealer network there is a strong desire to provide innovative Ford products and services available to all people. This deep-rooted belief is captured in the phrase ‘we go further so you can’.

Since our employees, dealers and suppliers are always pushing harder and going further, this naturally evolved into the promise we want to make to our customers, that good is not good enough,” continues Stoneley.

In many ways ‘Go Further’ is a modern interpretation of Ford’s 1925 advertisement, “Opening the highways to all mankind…” it was Ford’s brand promise at that time in the company’s development. Now in a new phase of its evolution ‘Go Further’ builds on the efforts Ford has made in recent years to unify global efforts while cementing brand communications as the company enters a period of extensive new product momentum. It builds on Ford’s four brand pillars – Quality, Green, Safe and Smart – outputs that are carefully considered in the development of all new Ford products.  

“Go Further represents Ford’s core beliefs and aspirations, it’s the day-to-day reality of the customer and employees experience,” concludes Stoneley.


STORY BY FORD

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//PART 2