MW-Ford_Brand_21-59.qxp 24/7/06 3:33 pm Page 22 New tone of voice Every product, every organisation, has a tone of voice which the consumer recognises on a conscious or subconscious level. It reflects the brand and its relationship with the consumer. Ford’s tone of voice combines friendly familiarity with respect, much as you would speak with a friend or colleague. It is warm and accessible without being in any way patronising. It invites the consumer to engage in a dialogue of partners, with the promise of reward. ‘Feel the difference’ expresses this tone of voice perfectly. Importantly, it is a lot more than an advertising line. It represents the whole philosophy of Ford, and the consumer’s experience on contact with any part of the Ford organisation. ‘Feel the difference’ is who we are. 22