Blue Oval Connect Newswire

Blue Oval Connect Newswire: January 3, 2012

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Global Brand Promise
A note from President of The Americas Mark Fields
We start this new year building on the tremendous progress we have made over the past few years by working together. 2012 promises to be another exciting year for us and an important one in Ford's transformation to profitable growth. Stakeholders around the world are seeing Ford in a new light.

Now, that progress is allowing us to take another major step forward by introducing a new global brand promise, which is summarized by the phrase Go Further. Go Further, put simply, represents our culture and what makes Ford different from any other automaker. It promises that we are always going to go further to deliver great products, a strong business and a better world for each other and for our customers.

While Go Further will be used for marketing and for advertising later this year, it is much more than a tagline. It's about how Ford is delivering ingenious products, making those products available to everyone and serving each other, our customers and our communities.

Our One Ford plan does not change. Go Further is the spirit we put into delivering the plan every day. It is similar to Nike's Just Do It, or McDonald's I'm Lovin' It – two global brand promises that have helped customers relate to those companies and deliver profitable growth for them as well.

You'll be hearing much more about Go Further in the weeks and months ahead in Blue Oval Connect and through our mass media channels.

Please take the time to learn about the Go Further global brand promise. Please read the article below or go to @Ford Online for more information today.

Thank you for your support and all you do for Ford.

Mark Fields
Mark Fields
President, The Americas
Ford Motor Company



Below is an article outlining Ford's global brand promise ... Go Further.

Go Further Logo

Ford Ushers in New Year with Global Brand Promise

For the past four years, Ford Motor Company employees across the globe have been living by the tenets of the One Ford plan, including working together to provide customers with a full portfolio of vehicles that deliver on the four pillars underpinning the Ford brand: Quality, Green, Safe and Smart.

As the new year begins, the journey continues with the inception of Go Further, a global brand promise that gives One Ford a voice and takes the One Ford plan to the next level by communicating to consumers the special attributes that distinguish Ford from other automakers.

"One Ford means so much to us as employees, but externally it's hard for people to know what it really means and why it differentiates us," said Jim Farley, group vice president, Global Marketing, Sales and Service. "Go Further literally allows us to document all of the output of One Ford and the One Ford plan, and it tells customers that our products and services go further than our competitors."

While the phrase Go Further is new, the meaning behind it is not, according to Elena Ford, director, Global Marketing, Sales and Service.

"Go Further is something that already exists within Ford Motor Company," she said. "It means that we're never going to rest on our laurels. We're always going to go further for great products, a strong business and a better world."

Farley says Go Further is an ideal way to express the Ford brand promise because it captures the essence of three unique characteristics embedded in the company's heritage: people serving people, ingenuity and attainability.

"At Ford, we go further because we serve each other – and that's service to the local community, our dealers, ourselves as employees and our customers," he said. "We are also committed to innovation and making our customers' lives better in surprising ways. But we want to go further than just innovate. We want to make that innovation available to everyone, not just a few people."

Ford is quick to point out that Go Further does not mean that employees are being asked to do more than what they are already doing.

"We're not saying people aren't doing enough. In fact, it's quite the opposite. We've got a multitude of examples that are tied to Quality, Green, Safe and Smart where we are already going further," she said. "But there are times when we still need to go further. It depends on the industry and the economics of the world."

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FCN News Team:
Publisher: Sara Tatchio
Associate Publisher: Jenn Corney
Managing Editor: Megan Whalen

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