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When the rational and emotional benefits come together,
the whole becomes greater than the sum of the parts.
15
13 Ford
Competencies
(DNA)
D
C
DQ
Internal
world
Design, Engineering and
Marketing Direction
Customer
world
Product output
Differentiators
Experiencing
quality that
lasts
Kinetic Design
Intriguing,
insightful
features
Great to drive/
Great to sit in
Product output
summary – our
USP formula
Style with
Substance
Makes each
Ford vehicle
a...
‘Feel Good’
Experience
When reality
exceeds
expectation
Expressed to
consumers
as...
Feel the
difference
(Where ‘the
difference’ is a
‘Feel Good’
Experience)
14
Ford is known for consistently delivering products with strong rational
appeal – well engineered, great to drive and affordable. But in the
consumer’s world the appeal must be emotional as well as rational –
thus the importance of kinetic design. So that Ford’s products truly
deliver ‘style with substance’.
To consumers, this is then expressed under the banner of ‘Feel the
difference’. This is a compelling invitation for consumers to experience
the difference i.e. the ‘feel good’ experiences that you get when reality
exceeds expectations.
People’s
expectations
Beyond
expectation
Ford: ‘Feel good’
experiences
Rational + + +
- -
Emotional – Emotional +
Rational –
Know your consumer. Personally
Building the cars people want means knowing the consumer well – as well as
you would a friend or neighbour.
We know what makes our target consumer tick so well that he or she is even
given a name, as the following example shows.
These ‘consumerscapes’ enable us to engage with our market and communicate
the brand essence on a personal level.
We learn how different target groups think so our communications talk their
language and our products live up to their expectations.
16

Male • 39 Years • Married + 2 children (13 & 9) • Diploma (18) • € 65,000 • Toulouse, F • Exhibition Coordinator, Airbus
Modern active lifestyle
I like to have my ‘own life’ – my own time,
my own interests
But leading an active family life is important too
Passionate & spontaneous
I’m always passionate about everything I do
I still like to live ‘on the spur of the moment’ as
much as possible
Self Perception: + Cool, fun, sensitive
Cool Dad – but not one that tries too hard!
I suppose I’m conscious of what people think
of me
- Sexy, traditional
Passionate about my ‘own
life’ as well as my family
Appreciate challenging and creative roles
Work is a key part of my life so its important I enjoy what I do
I achieve more when I’m in a job that’s creative & stimulating
Its not just about climbing the ladder, but finding a balance
(family, challenge)
Dream Job: Sportsman, Investigator, Pilot
Adventure and challenge ‘for him’
Work Home & Family Outlook
FordGCI CD340 SAV ‘Henri’ Scape
Multi-faceted lives
My family, my work, my hobbies and me…
…its all about maintaining the balance
Not ruled by family
My family is an essential part of my life
but it doesn’t define me
Independence rediscovered
I’m finding more time for hobbies & relaxation
Our kids aren’t as dependent on us as they used to be
They’re getting more involved in sports and clubs at school
Functionality + Expressive Design
No compromise approach to products & technology
I always like to express my own sense of style
Feb 2005
Active mind & body
My hobbies are really important to me - kayaking is my
true passion
It’s great doing stuff as a family – the kids are getting into
water sports too
As the kids grow up, I’m finding more time for reading,
music, Internet…
Self discovery; curious about the World
Keeping up with current affairs & trends makes life
interesting, keeps me young and stops me getting dull!
Travelling to far-flung places is a great way to learn about
the World
Dream Holiday: Learning new things, meeting
different people, getting back to nature
　
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