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