MW-Ford_Brand_21-59.qxp 24/7/06 3:33 pm Page 21 Reaching your consumer Then comes the task of getting the target market’s attention, and here the world is changing rapidly. Growing public demand for a wider choice of products means communication budgets are spread more thinly. The choice of media is becoming more fragmented. The internet, digital TV and mobile technology have given consumers unprecedented choice to engage with, or avoid, our communications. It’s crucial to get above the noise level when you have something special to say. This is why all Ford communications for the new era will have the right tone of voice and a consistent new look and style and why it is critical that we have a consistent application across all communication channels. 21