Branding Bosses (series 1): Ford of Britain on brand trust, toy cars and Tinder

Over the next few weeks – in a series called ‘Branding Bosses’ – I’ll be interviewing CEOs, CMOs (that’s Chief Marketing Officers) and Brand Evangelists from the World’s Most Valuable Brands of 2016, according to Forbes.

Coming in at number 35 is Ford. I caught up with Andy Barratt, Chairman and Managing Director (MD) of Ford of Britain – a wholly-owned subsidiary of Ford Europe which is, in turn, a subsidiary of Ford Motor Company.

In our interview (which has been edited and condensed), Barratt talks about a heart-warming chance encounter with an enthusiastic 8-year-old Ford fan, the future of Ford as a mobility company and Ford’s unlikely partnership with mobile dating app, Tinder.

Credit: Ford of Britain

What impact have your dual roles as Chairman and MD had on the Ford brand?

As MD, I have my sights set on the brand this year and next – dealing with marketing, sales and service activities for Ford vehicles and service. As Chairman, I’m positioning the Ford brand for the legal, economic and social framework that we’re heading towards in five to 10 years’ time.

In 2016, Ford ranked 35th on the Forbes list of the World’s Most Valuable Brands. With a brand value of $14.1bn, Ford was up 12 per cent on the previous year – above the industry average (on the list) of 8.83 per cent. What do you credit this increase to?

Our worth begins and ends with products and everyone has their favourite Ford. I drive a Mustang and a Vignale. The waiting list for a Focus RS is over six months and our vans, led by Transit, have led the market for 51 years. The company acknowledges that, while car and van ownership will continue, future generations will also want ‘mobility.’ This may involve taking a lift in a driverless car or using an app to summon a Ford Transit shuttle and being ferried around town. The recognition that Ford is a car, van and mobility company is adding value to the brand by demonstrating to investors that our business model is responding to 21st century transport needs.

You mentioned that you drive a Mustang. Describe how you met 8-year-old Ford fan, Ralph, on your travels. (In December last year, Ralph inspired Ford to publish a post on LinkedIn.)

I own a right-hand drive Mustang. People always come up to me in car parks and filling stations – asking what it’s like to drive, wanting to hear the engine and look inside. Just before Christmas, a woman approached me at a petrol station saying her son, Ralph, was a fan of the car. I wondered how Ford could recognise this and we did – unfortunately, not with the real thing, but a sizeable 1:18 exclusive model that Ralph was delighted with! We also loaned Ralph’s mum a demonstration Mustang over the weekend.

What is the Ford approach to...

...advertising?

We’re one year into our ‘Unlearn’ campaign, which is about revisiting Ford and replacing outdated memories with a fresh impression of the company that brought the right-hand drive Mustang to Britain.

...branding?

Trust, which leads to recommendations and referrals to friends and family, is one of the cornerstones of effective branding.

...content?

Whether it’s our ‘Unlearn’ show reel or eight-minute ‘Le Fant?me’ feature film starring Mads Mikkelsen and the Ford Edge, Ford storytelling tries to be as entertaining and engaging as possible while communicating the main messages and specifications of the car, van or other product on display.

How has the Ford brand evolved since the advent of social media?

Social media provides us with a terrific opportunity to entertain and engage with our followers on Twitter, Facebook, Instagram, LinkedIn, etc. We can also talk to potential customers who are happy to be contacted with information about our vehicle and service offers. Lately, the Ford brand has become more playful and enjoyed interesting partnerships – Tinder included!

How does the Ford customer experience set itself apart from competitors’?

Our dealership network is the biggest of any UK manufacturer and it’s evolved to reflect the reduced number of visits customers make before buying a vehicle. This has meant increased online, app-based and phone activity. If a customer wants to see the full Ford range, one of our 70 FordStores is within an hour’s drive for 90 per cent of the population. FordStores provide our customers with a relaxed retail environment with four easy-to-navigate zones: Hello, Discover, Relax and Thank you.

“Trust...is one of the cornerstones of effective branding.” – Andy Barratt , Chairman and MD of Ford of Britain

Fantastic Ford

• Fact #1: Henry Ford founded the Ford Motor Company in 1903, incorporating it on 16 June.
• Fact #2: On 23 July 1903, Chicago dentist, Dr. Ernest Pfennig, became the owner of the first commercially available Ford car – the original 1903 Model A.
• Fact #3: In his 1986 book, Ford: The Men and the Machine, Robert Lacey wrote about the Ford dynasty, triumphs and setbacks.
• Fact #4: In 1987, Robert Hamilton wrote Ford: The Man and the Machine – a television adaptation of Ford: The Men and the Machine – which focuses on Henry Ford’s life.

Go Further

Ford’s slogan is “Go Further.” Ford does just that.

In January 2017, Ford unveiled the 2018 Mustang with a little help from Ford Ambassador – former wrestling superstar turned Hollywood actor, Dwayne ‘The Rock’ Johnson.

Johnson agreed to present the Go Further community service award...but with a twist. The winner, Marlene Rodriguez, is a Purple Heart combat veteran who completed three tours of Iraq. Spoiler alert: this video may trigger your tear duct. 

Henry Ford would be proud of the new Mustang. No doubt, young Ralph will be interested, too.

Thanks for reading! Got an appetite for advertising? Want to “brand it like Beckham”? Captivated by ‘cool’ content? Check out Regal Content where we aim to make your brand reign supreme by creating content that’s fit for a king…or queen.