MW-Ford_Brand_3-12.qxp 21/7/06 11:32 am Page 9 How to use this book This book is a reference manual for everyone who looks after the Ford brand across the European network. It has three purposes: aTo reaffirm core Ford values aTo reveal the personality Ford will present in the future aTo provide communication guidelines for all products and services in all media We decided to create this book now because Ford is reshaping for the future. There has never been a better time to restate what our brand is all about. 09