The recent advertisement of Ford Fusion says it loud and clear. Focus on the car and keep the fluff out. It seems to be an attempt to position the brand along the lines of Sprite.
However, there is one BIG difference which has been overlooked.
Sprite is an independant brand and does not exhibit relation to the other brands of the manufacturer, i.e Coke, Fanta etc.
The case is not the same for Ford Fusion.
In Ford Fusion, the driver brand ( the reason to buy ) is Ford while Fusion is the sub brand giving the brand new associations and clarifies the product market segment.
So far so good.
However, this is not the only brand from the Ford stable being marketed.
Ford Fiesta is fighting for the same consumer's attention share almost at the same time as Ford Fusion. And did I hear the Fiesta was also bereft of fluff? Not if it is dependant on Abhishek Bachchan to market it. The contrary approach in the positioning of the same brand ( at least the driver brand if I may say ) is the birth of misalignment.
The question that comes to the mind immediately - How Ford is bereft of fluff and at the same time full of fluff. What does Ford truly stand for? What is the identity of this brand? How come the messages that I seem to be receiving from the same brand seem to be contrary in nature.
Will someone clarify please?
However, there is one BIG difference which has been overlooked.
Sprite is an independant brand and does not exhibit relation to the other brands of the manufacturer, i.e Coke, Fanta etc.
The case is not the same for Ford Fusion.
In Ford Fusion, the driver brand ( the reason to buy ) is Ford while Fusion is the sub brand giving the brand new associations and clarifies the product market segment.
So far so good.
However, this is not the only brand from the Ford stable being marketed.
Ford Fiesta is fighting for the same consumer's attention share almost at the same time as Ford Fusion. And did I hear the Fiesta was also bereft of fluff? Not if it is dependant on Abhishek Bachchan to market it. The contrary approach in the positioning of the same brand ( at least the driver brand if I may say ) is the birth of misalignment.
The question that comes to the mind immediately - How Ford is bereft of fluff and at the same time full of fluff. What does Ford truly stand for? What is the identity of this brand? How come the messages that I seem to be receiving from the same brand seem to be contrary in nature.
Will someone clarify please?
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