Comments on: Bold move, unconventional branding from Ford http://commons.iabc.com/branding/2006/06/29/bold-move-unconventional-branding-from-ford/ A Blog Community for Business Communicators Wed, 07 Jan 2009 20:30:51 +0000 http://wordpress.org/?v=2.5.1 By: Merry Elrick http://commons.iabc.com/branding/2006/06/29/bold-move-unconventional-branding-from-ford/#comment-543 Merry Elrick Mon, 03 Jul 2006 21:11:14 +0000 http://commons.iabc.com/branding/2006/06/29/bold-move-unconventional-branding-from-ford/#comment-543 The best branding Bold Move in the world can't fix a bad product. Let's hope this isn't just more grist for the cynic's mill, and another excuse for those who dismiss marketing as fluff to dismiss it with even more ferver. The best branding Bold Move in the world can’t fix a bad product. Let’s hope this isn’t just more grist for the cynic’s mill, and another excuse for those who dismiss marketing as fluff to dismiss it with even more ferver.

]]> By: Sam Smith http://commons.iabc.com/branding/2006/06/29/bold-move-unconventional-branding-from-ford/#comment-542 Sam Smith Mon, 03 Jul 2006 15:22:47 +0000 http://commons.iabc.com/branding/2006/06/29/bold-move-unconventional-branding-from-ford/#comment-542 While I agree that this is a strong move for Ford, I'd also note that it's something they (and thousands of other companies) should have been doing for a long time already. The case for a more open, honest, public dialogue with stakeholders was being made back in the '90s, and by the tail-end of the decade the technology was in place to make it a reality. As with anything else, there are those who lead, those who follow, and those who follow at a REALLY safe distance. The ultimate success of the initiative will hinge not on the forum, of course, but on how well they actually deliver on the customer's very valid quality concerns. And that - of course - depends on whether we're seeing a truly integrated strategy or just a clever marketing dog/pony spectacular. While I agree that this is a strong move for Ford, I’d also note that it’s something they (and thousands of other companies) should have been doing for a long time already. The case for a more open, honest, public dialogue with stakeholders was being made back in the ’90s, and by the tail-end of the decade the technology was in place to make it a reality. As with anything else, there are those who lead, those who follow, and those who follow at a REALLY safe distance.

The ultimate success of the initiative will hinge not on the forum, of course, but on how well they actually deliver on the customer’s very valid quality concerns. And that - of course - depends on whether we’re seeing a truly integrated strategy or just a clever marketing dog/pony spectacular.

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