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