The automaker’s Go Further campaign is a great example of coherent brand leadership that has built organic loyalty.
Business Insider recognized Ford Motor Company as one of the world’s top-ten “hottest brands.” Ford’s peers in this ranking include Google, Kindle and YouTube. Tellingly, no other car company made this list. This branding success has helped Ford to sell 2+ million Ford-branded vehicles in the U.S. for the second year in a row.
Ford’s marketing research published for the first time
For the first time, Ford has published the market research upon which they are crafting this brand leadership success. Their view for winning brand leadership is based upon this analysis:
The social contract as we know it has been broken; mistrust of corporations, governments and media is rampant. Weary of misinformation, people are reappraising their relationships with companies and brands, making integrity a new form of competitive advantage.
Ford: Go Further
Go Further is Ford’s branding response to this changed competitive landscape where consumer trust is won through integrity, not advertising hype. Ford’s Go Further program seeks to build customer loyalty by delivering cars and trucks that are fun to drive, price competitive, are leaders in fuel economy and also support achieving lower tailpipe emissions. Go Further is Ford’s path for delivering on consumers’ search for value and values in the products they buy.
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Original article by Bill Roth. Originally published by Triple Pundit, republished with kind permission.