FordMustangMach-E Brand Guide
Emerging Tech
Creative Brief
Hoopla
S.W.O.T.
Global Market
True Lines
Demographic
Table of Contents
Brand Adjectives
Sensational Adventurous Intelligent Aerodynamic Luxurious Technological Strength Elegant Family Oriented Spirited
Brand Adjectives
What are the most insightful things we know about them? Trend setters who want to explore the world as much as they can and capture every single moment of it. Meaning their car is like a second home that they travel with. What is the single most effective message we can tell them? Do not just travel luxuriously, Travel into the future and make it your own. What else is there to know that supports this message? You won’t just enjoy traveling comfortably to your next destination, you’ll enjoy the drive and the excitement of the open road.
What is the advertising going to accomplish? Advertising will be able to show the Mustang Mach-E’s strengths and that it is reliable. Who are we going to connect with? We are connecting with smaller families (one or two kids and a pet) that like to travel luxuriously but want to maintain the ecosystem around them.
Creative Brief
Why does our client need to advertise? Needs to advertise the new Mustang Mach-E to its consumers to show them why their new electric car is better and improved compared to their competitors.
STRENGTHS
WEAKNESSES
Advanced Electric Vehicle
Access to charging docks
Luxurious interior
Similar to Tesla
Modern/Sleek design
Price range is high
Charges Quickly
Market for Electric cars is very
3 Driving Modes
competitive
0-60 mph in 3.5 seconds
More aggressive look compared to other brands
Plenty of Space
Software updates
Popular Brand Helps the environment User Friendly/Adaptable All Wheel Drive Smart System
OPPORTUNITIES
THREATS
Family oriented
Tesla lifestyle is more family oriented
Target smaller families or couples
Other brands being cheaper with the same benefits
Pet Friendly Discounts for Brand Loyalists or
Targets the Higher middle class and up, no room for anything lower
previous Ford owners
Gas Powered cars are cheaper
Express more about weather durability
More Gas stations than charging stations
Charging Rewards
S.W.O.T.
Customization for interior and exterior
True Line
Learning the behaviors of drivers and adapting to their needs.
Speakers on Headrests
Emerging Tech
Implementing personal speakers on headrest to allows each individual seat to control the volume at their leisure. So if someone wants the music to be louder they can adjust their setting with the control panel under the window. They can even control the settings to have more bass or a concert like pitch. Or if you prefer to take a nap without being desturbed you can select the mute potion and catch some Zs.
EASY CONNECT
Emerging Tech
With our new smart technology implmented in to the Mach-E Models you’ll be able to easily connect to your car at any point in time. Needs an update? Just a tap a way. Planning a Trip and want to map out your stops? Upload them to the Mech-E and you’ll be on your way! The Mach-E even allows you to track your phones last position in case it has been miss placed. It even works visa versa, if you forget where you parked.
Adapts to Your Adventure
Emerging Tech
Built to allow you to travel at any speed that you wish. Whether you want to go on a leisurely drive to enjoy the scenery that surrounds you. To keeping a steady pace in order to relax and arrive on time for any occasion. Or just letting loose by grabbing on to the reins and travel with speed and percision. Adapting to your every command the Mach-E gives the power to pave your way.
WALL-E APPROVED!
Hoopla
Just like the like WALL-E the MACH-E strives to keep the environment clean and to protect all life that which is precious. By buying the MACH-E not only are you preserving the life growing around you, you would be creating a better future for many generation become. As WALL-E would say, “WOW!”
Ooo La La
Global Marketing
Due to higher fuel prices in Europe many cars are desigend to be smaller and economical. Although, the Mach-E does not require fuel, due to running off of pure enrgery. Not only saving you money by not needing to purchase fuel, but also giving you luxerious space for you and yours. Giving Parisians the option to drive in style with the sophistication of furturistic technology without paying an arm and a leg to do so.
Who? Age: Late 20’s Early 30’s Status: Couples/ Just Married Income: Household $200,000 a year
Info: Middle age couples that currently live together that are due to get married or recently married. Living in a modern apartment or duplex that has a gated community. Furthermore, pet friendly have a couple dogs of their own and/or possibly a child. With the love to travel and document every moment possible to look back on the past and journeys that have been taken. Keeping up with the trends on social media and tech savvy trends having to deal with new smartphones and technology that helps keep track of ones health. Always on the move never letting a second be wasted, will traveling in the style of comfortability to bring a little home along the way.
Why?
Allowing them to keep up with the trends using the adaptability the Mach-E provides, that develops and learns just as fast as they do. Moreover, with a profound love for animals and love to travel they are most likely to be ecofriendly, feeling the need to support the environment in anyway possible while still being luxurious. Traveling can be exhausting, cramped, and uncomfortable. The Mach-E is here to solve all those problems.
Demographics
This particularly segmented group was selected due couples like these still wanting to be able to explore as much of the world before feeling the need wined down.
© 2021 Samantha Bamberger All content for Ford Mach-E: Brand Guidelines was conceived, designed, and produced by Samantha Bamberger. The only exception is the Ford of the Brand and the Logo of the 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 Photography provided by Unsplash Photos are made to be used freely and Ford in accordence with the License agreements with these parties .License the 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.