Ford Lio Ho
Brand Work
FLH Primary Brand Strategy
Brand Vision
Where we are today
Confused positioning w/ low social involvement
Reliable/ trustworthy but old/ conservative
No innovative product satisfies customers
Where we want to be
Leading consumer Company
International Company w/ local relevancy
A brand desired to own (Progressive/ Energetic)
FLH Primary Brand Strategy
PROCESS FLOWS
Define focused target customer
Build brand strategy
Build product strategy
Description:
Differen-tiated target customer with aspirational needs
Build marketing, advertising and communications strategies
Ford global bullseye: Highlight points of emphasis which appeal to target customer
Product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gaps
Non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brand
TARGET CUSTOMER TO COUNTRY STRATEGIES
Facilitate my life - Vehicle is necessity for transportation. Brand are less important.
Relationship/ Caring - Very family oriented. Concerned about the safety of the family.
Face w/o image - Consider vehicles as an internal reward for achievement.
Social Fun - Utilize vehicles to its full potential.
Status - Demonstrate others their achievement
Independence - Attempt to have control over their destiny.
Needed Base Segmentation
Target Customer
Targeting at Social Fun Seg
Down-to-earth (Quality time with close people is more important than money
“Balanced life” and “Enjoying life”
Outgoing, adventurous, more of a risk-takers than all other groups
Worldly,open to new things around
Emotional about vehicles; more of a car enthusiast, driving not a necessity, it’s an experience
PROCESS FLOWS
Define focused target customer
Build brand strategy
Build product strategy
Description:
Differen-tiated target customer with aspirational needs
Build marketing, advertising and communications strategies
Ford global bullseye: Highlight points of emphasis which appeal to target customer
Product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gaps
Non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brand
TARGET CUSTOMER TO COUNTRY STRATEGIES
Positioning Statement
In Taiwan, Ford wants to build cars for people who believe that life isn’t just about career success, status, or wealth - it’s also about relationships experiences, and happiness. For people who are (therefore) committed to making there lives better - more fulfilling more exciting and more fun, a life with time for their friends and family - and who strive to improve in what they do.
For people who appreciate a Car Company that uses all of its global resources and local expertise to introduce innovative - but thoughtful product with ingenious and practical features. A Car Company that provides world-class ways of making their lives more enjoyable, more fun, and better.
Vision Focus
“Huo-de Jing-Tsai”
活得精采
PROCESS FLOWS
Define focused target customer
Build brand strategy
Build product strategy
Description:
Differen-tiated target customer with aspirational needs
Build marketing, advertising and communications strategies
Ford global bullseye: Highlight points of emphasis which appeal to target customer
Product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gaps
Non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brand
TARGET CUSTOMER TO COUNTRY STRATEGIES
PROCESS FLOWS
Define focused target customer
Build brand strategy
Build product strategy
Description:
Differen-tiated target customer with aspirational needs
Build marketing, advertising and communications strategies
Ford global bullseye: Highlight points of emphasis which appeal to target customer
Product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gaps
Non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brand
TARGET CUSTOMER TO COUNTRY STRATEGIES
Revitalize Ford’s image as a brand that providing a solution of enjoying fun and excitement of life
Rejuvenate Ford’s image by connecting younger generation Taiwanese
Reinforce Ford’s social involvement in Taiwan
Brand Building Objective
Applications - aspects
A Zestful Brand
Primary Brand EMP actions
Product
Sales behavior
Showroom
deco
Media’s
favor
Internal
belief
Social involvement
Primary Brand EMP actions
Passion Points Interest
Music: Local pop (Wu Bai, A-Mei)
Sports: Gym, golfing, hiking
Entertainment: Family outing together, dinning out at trendy restaurants, shopping together
Technology: Cell phone, PDA, DVD
Other: Travel for pleasure, Financial planning
Spike Strategy
Each spike will be designed to meet the unique attribute of each nameplate and also convey Primary Brand’s proposition
One major spike deployed right after nameplate’s media launch to extend the launch effect
2001 2002
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
MAV
Metrostar
Focus
Escape
Theme Park Casual Resort Trendy places Hidden attractions Young Talent
Idea
Passion Points
Brand Vision
Family Outing Fashion Dining Fun places Discover TWN Colorful People
Color Life
MAV Metrostar Focus Escape
Bottom-up Strategy
Spike Allocation
Communication guidelines
Activa
Tierra
Ixion
Escape
Focus
Mondeo
PRZ
Windstar
活得精采
Nameplate Integration
Communication Activity
Primary Brand Tactics
Kick-off Press
Internal Belief
1. Convey the new brand vision
2. Employee’s involvement
3. Get consensus
1. Announce the new brand vision/ slogan to outside press
Media Log
1. Reinforce the new brand vision/ new life attitude among general public through various media support
Desired Outcome after 18 months
Zestful people (young, famous, exciting and healthy) driving Ford’s zestful vehicles to introduce zestful place, people, activities in regular interval media channels (TV log...)
“Wow, they drive a Ford to do cool stuff”
“Ford is a young, active, and zestful brand”
Next Step
A Zestful Brand
Primary Brand EMP actions
Product
Sales behavior
Showroom
deco
Media’s
favor
Internal
belief
Social involvement
