MW-Ford_Brand_3-12.qxp 21/7/06 11:32 am Page 5 Page 09 How to use this book Page 11 A new era of Ford Page 12 Defining the brand Page 16 Know your consumer. Personally Page 21 Reaching your consumer Page 22 New tone of voice Page 25 New look and style Page 26 Basic elements Page 66 Communication channels Page 94 Key media principles 05