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Branding The Ford Motor Company

Have you seen the new commercial andand look at the choices. You can pay an extra
re-branding from Bill Ford and the Ford Motorquarter and get some trendy healthy tastes
Company? As you know Ford is in big trouble.bad power bar or you can reach in and grab
So they seem to be changing their positioningold comfortable Snickers. Since we've branded
and re-Branding. Here's the brillianta national vending company we already know
re-positioning they came up with (and itthe answer. Here it is; People say they want
pretty  much  includes  everything):to eat healthy and they scream for it but
when it comes time to buy they buy unhealthy.
1. American Auto Industry is facing newSame will apply to Hybrids (see Diesel cars).
challenges and fierce competition: Ya think
Bill? Maybe the writing has been on the wall4. Working with Volvo to find new safety
for the last 15 years? Maybe Bill Ford was oninnovations: Man oh man, why is it that
a golf course somewhere counting hiscompany's think they have to be everything to
millions. You're too late Mr. Ford! Tellingeveryone. People who buy a Volvo buy it for
us that you're behind is like leaving thethe safety and for nothing else. What a great
barn  door  open...we  know  it.brand identity and brand image Volvo has.
Kudos to Volvo for doing it right. But Ford,
2. Ford is making new investments in R & D:are people buying Ford's for the safety
Wow, Ford, you're blazing a new trail...Byaspect? I think not. Why is it anyone buys a
the time you catch up to BMW, Audi, Mercedes,Ford? That's your secret weapon. Draw your
Lexus, Toyota, Honda they'll be out withline in the sand and then build your new
their futuristic space age models that flyBranding!
which will again put you 20 years behind.
Face it Ford, we don't buy your cars because5. Retake the US roadways and as always
of R & D. We use to buy your cars becauseinnovation is leading the way: This coming
they were American made and RELIABLE. Nowfrom the worst innovative carmaker in the
they're made everywhere and they are notworld. Here's what Americans want from Ford.
RELIABLE (hmmm, am I hinting at the correctA good, RELIABLE car made in good old USA.
positioning Bill?). Since you can't have theStop trying to be everything to everyone and
luxury, sports car markets why don't you makeyour re-Branding will pay big dividends
your  cars  more  RELIABLE.(wink,  wink).
3. Hybrids: Here's what I think of Hybrids:I wish Bill Ford would call me. I'll set him
It's like when you go to a vending machinestraight lickedy split.



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