Eugene David
...The One-Minute Pundit

Thursday, January 05, 2006


Little Bill Ford has a BETTER IDEA: he's going to build cheap cars -- and promote them with MARKETING:

Ford changes or tinkers with its ad slogan and brand strategy every 18 months or so, as executives change jobs in and out of finance, operations, sales, and marketing. The exception is "Built Ford Tough," which has successfully sustained the truck business as a familiar positioning for many years.

But the company has struggled with promoting the car side of Ford's business. Its current slogan, "Built for the Road Ahead," followed the balky, "If You Haven't Driven a Ford Lately, Look Again," which lasted two years and followed "No Boundaries," which lasted less than two years. "Advertising and even brand strategy at Ford has been viewed as somewhat disposable," worries one insider, who sees Fields' reemphasis on marketing as a positive step.


TOYOTA, the road is CLEAR AHEAD!

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