Alan Mulally has positioned the Ford brand around a technology which we shall call S. It creates a safer car. Mr. Mulally is synonymous with Henry Ford. In 1908, Mr. Ford created the Model T. Mr. Mulally is redefining the Ford brand through this technology. Ford is now no longer a car brand. The new technology has made Ford a social media brand.
Ford's new technology connects your computer, your phone, your text messaging in your car. People spend a great deal of time in their car. This system is a money maker for GM. General Motor car owners buy this system three time. General Motors system is built INSIDE the car. Ford's system is built OUTSIDE the car. Ford's system, because it is an open system, will embrace any new technology.
Ford does not have to constantly create new technology.Social Media Strategy And Branding - How Alan Mulally Has Positioned Ford Around Social Media
Tag lines can make or break a company. This type of tag line double speak is usually indicative of a deeper problem, the company brand name itself. It takes an apologetic stance for the company's main product line.
What's wrong with being a bus company, or a bank, or a staffing company? And if there is something inherently wrong, then perhaps it's time to re-examine the company name. If you're "More than a bus company," than what exactly are you? A truck company? If you want the company slogan to be truly great, it needs to be "more than a tag line."
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