MW-Ford_Brand_Book_13-17.qxp 20/7/06 4:27 pm Page 15 Know your consumer. Personally The Ford Brand Essence Building the cars people want means knowing the consumer well – as well as Feel the difference you would a friend or neighbour. We know what makes our target consumer tick so well that he or she is even The difference is the ‘feel good’ experience that you get given a name, as the following example shows. when reality exceeds expectations. These ‘consumerscapes’ enable us to engage with our market and communicate When the rational and emotional benefits come together, the brand essence on a personal level. the whole becomes greater than the sum of the parts. We learn how different target groups think so our communications talk their language and our products live up to their expectations. 15 16