Wednesday, June 25, 2008
Ford Uses New Slogan for North American Consumers
Fords 1980’s corporate slogan "Bold Moves" is not anymore effective these days as shown by the uninspiring designs like the current Taurus, so out with the old and in with the new. Ford is said to be preparing a new ad campaign for its struggling North American industry under the theme: “Ford. Drive One.” The “Drive one” campaign will highlight Ford’s accomplishments and commitment in four key areas that shape the reputation of the company and the Ford brand – Quality, Green, Safe and Smart.

This new tagline is an idea made by Jim Farley, chosen by Alan Mulally as the man to lead Ford back from the verge. The campaign began last June 2008, it now appears on television commercials in North America. Ford is expecting all dealers worldwide to use the same slogan in their advertising activities.

Before this new slogan, Ford uses “Have You Drive a Ford Lately?”, an old line of Ford Company that Mulally especially likes and has repeated several times in recent months as his favorite.

For years, Ford tried to win back customers through big-budget advertising campaigns. Implementing this new marketing strategy reverses the effect the old marketing style.

With this new slogan, this week alone, Ford hopes to reach 70 million North Americans. During the campaign’s creation, employees and dealers were consulted and provided input that helped illustrate the messages and built confidence in the strategy. Their collective effort has closed the gap with other Asian automakers and competitors in terms of product’s quality.

posted by Car Addict @ 7:21 PM  
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