MW-Ford_Brand_Book_13-17.qxp 20/7/06 4:27 pm Page 13 Rational + + + Beyond expectation Ford: ‘Feel good’ experiences Emotional – Emotional + Ford Product output Product output Makes each Expressed to Competencies Differentiators summary – our Ford vehicle consumers (DNA) USPformula a... as... Experiencing - - Rational – s eople’ quality that P xpectations D lasts Style with ‘Feel Good’ Feel the e Substance Experience difference Kinetic Design Ford is known for consistently delivering products with strong rational C When reality (Where ‘the appeal – well engineered, great to drive and affordable. But in the Intriguing, exceeds difference’ is a consumer’s world the appeal must be emotional as well as rational – insightful expectation ‘Feel Good’ DQ features Experience) thus the importance of kinetic design. So that Ford’s products truly deliver ‘style with substance’. Great to drive/ Great to sit in To consumers, this is then expressed under the banner of ‘Feel the Internal Design, Engineering and Customer difference’. This is a compelling invitation for consumers to experience world Marketing Direction world the difference i.e. the ‘feel good’ experiences that you get when reality exceeds expectations. 13 14