Ford Mach E- Brand Guidelines (Jackson)

Ford Mustang Mach E

Table of Contents Creative Brief Brand Adjectives True Line SWOT Analysis Hoopla Demographics

Creative Brief Why does our client need to advertise?

Ford is a very well known and iconic brand, but the Mach E is unknown to most and seeks to create brand awareness within a new target market.

What is this going to accomplish?

This will help the brand to develop a relationship with the purposed target audience.

Who are we going to connect with?

Customers who value sustainability and innovative technology.

What are the most insightful things about them?

They stand by what the they believe in and are loyal to brands they believe make a difference in society.

What is the most effective message we can tell them?

The Mach-E is everything you want in a new car

What else is there to know that supports this message?

Mach-E represents the future of innovation in the car industry, this is the beginning of the future of technology driven cars.

OSTENTATIOUS • EDGY THRILLING • ADVENTUR SPORTY • ENERGETIC • DARING • DISRUPTIVE

Brand Keywords

Y • BOLD • POWERFUL • ROUS • INNOVATIVE • FUN LOVING •

True Line

We believe in modern design for modern people.

Demographics

Age: 23-43 yrs old Interest: Technology, Environment, Sustain-

abilty, Road trips, Companies that give back, Plant based diets.

Profession: IT, Web Development, Design, Architecture, Freelancers

Strengths Lots of high tech features, while also having a more conventional interior.

Large screen to control everything while driving Mach-E produces 266 horsepower regardless of drivetrain The optional “Extended Range” battery pack holds a useable 88 kWh of electricity The permanent home charger can add 32 miles per hour An additional 120-volt mobile charger that is 3 miles of charge per hour Offers the choice of one pedal driving Offers a new driving experience that could attract customers who have never owned a Ford car Creates a new type of Ford fanbase that enjoys higher technology driven cars

Opportunity Improve on the overall design as a crossover Market using the history of the brand, use strategic and informative marketing to reach consumers who don’t know much about electric cars, but would be interested Create a more sporty driving experience comparable to other similar cars Increase torque power comparable to other similar cars Connecting with the Ford fanbase to market all the great qualities that the car has to offer

Weakness

Threats

The seat is low and does not recline Most people have not caught on much to electric cars, they don’t considers electric cars when buying a new car Has not been crash tested Seems smaller and lower compared to other sporty crossovers Not knowing the future thoughts about electric cars that customers will have

Price point can be seen as too high for the brand, Fords’ price point historical has always been mid-low.

Constantly being compared to Tesla cars, consumers tend to only think of Tesla when an electric car is mentioned Other sporty crossovers that cost less from other brands The challenge of reaching potential customers who are not apart of the Ford fanbase

SWOT Analysis

Hoopla

Hoopla - Ford MachE Live Event What better way to showcase out brand than a live experience, this will be a live test drive with food and prizes. Attendees will learn more about the brand and it’s mission.

Advertising - Billboard ads Billboard ads have been proven to still be effective. We will design ads that will be displayed in downtown metropolitan areas. This would be the best place to reach our target audience.

Global Tech - Car Enthusiast Influencer We will reach out to well known social media influencers that have a worldwide audience.

We belive this would be the most effective way to reach out targett audience all around the world. The chosen influencer would promote the brand through challenges that would increase overall engagment.

© 2021 Rosalyn Jackson All content for Ford Mach-E: Brand Guidelines was conceived, designed, and produced by Rosalyn Jackson.

The only exception is the name of the Brand and the logo of the Ford corporation which was provided by the Ford Motor Company Press Kit. Design Consultation Roger Muller ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from pexels.com, and are used in accordance with the Pexels License and/or Creative Commons Zero License. This book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the United States of America.