[Orchids & Onions] Salute Ford for keeping wheels turning

Coca-Cola is the world’s biggest brand, and one of the main reasons it got there was because it was always driven by marketers and not accountants. Even in the bad times, the company kept on advertising and, even now, does not sit back on its laurels. Granted, there was a glitch in the 1980s, when some young clevers decided that old – as in old Coke – wasn’t cool and that there had to be a new formula. That almost brought the company to its knees and remains a textbook case study in the “new is not always sexy” marketing manual. If you are going to do new, then you do it while retaining your essence and, most importantly, your history. A global brand that pays close attention to looking after its icons is Ford. Since 17 April 1964, it has been selling millions of examples of its Mustang car. Each successive generation – bar a few “new Coke”-type aberrations in the 1980s – has built subtly on its predecessor and seen the car become one of the most recognised automotive symbols on the planet. Ford never lets an opportunity slip to burnish the Mustang brand. In South Africa, they issued a statement last week hailing “Mustang Day” – the 62nd anniversary of the launch of the car.

The well-crafted and interesting press release caught my attention – noteworthy, considering that, despite being a petrolhead, I have a jaded view of most car industry communication. But what was interesting was the fact that Ford is not selling Mustangs in this country at present – at least not new ones. South Africa’s entire, limited allocation of the cars has been sold out for the next two years. So, why bother? Well, it’s an icon and you look after it. Looking after it means keeping it in the public eye, even if there is no direct benefit to the bottom line. Of course, the indirect benefit to Ford the brand is that Mustang makes all who see it positive towards Ford as a whole – because this is a manufacturer that does interesting things. That’s perhaps something some people will remember when they walk into a Ford showroom. So, a long-life Orchid to Ford.

Another way you nurture a brand is through clever use of design and symbols. I remarked a few years ago that Cell C’s office in Woodmead gave visitors and passers-by a sense of a go-ahead company with a clear vision and mission. Architecture was used as a brand builder. But an even better example is the new building for Cruises International in Joburg. Just look at the picture below and tell me you don’t immediately get a sense of a cruise liner in motion. It’s exciting, it’s enticing and it gets across the message of what the company does. There is also a subtle romance about it – which is the essence of cruising. So a marketing Orchid to Cruises International for style, inside and out.

Cruises International says it with architecture.

I am not the only one who is getting grated by the latest radio ads for Nedbank’s 32-day call accounts. A friend of mine in the marketing business was fuming about the one using an idiotic male, talking and acting in a way which doesn’t really make sense. It’s awful, she says. I will take her word for it – but would be interested to hear if any of you out there get the same feeling when you hear it. I, on the other hand, change channels when the one using mom comes on, leaving a message for her daughter. In a silly , simpering voice (please tell me you’re not like that, parents and grandparents – I know I am not and nor is my wife, who is equally annoyed by the ad), the woman starts extolling the virtues of the 32-day call offering, especially as the money being saved is available at short notice for “a surprise”… simper, simper. Whether she hoping for her offspring to get married or to have grandchildren is not something which stuck in my mind – I was too irritated by the tone and the simple script. Although I did notice your product, Nedbank – and we do, in fact, have such an account with you – please don’t try to sell me something via a simpleton because I wouldn’t want to be seen as one. You get an Onion – and you can collect right now… you don’t have to wait 32 days.

*Note that Bizcommunity staff and management do not necessarily share the views of its contributors - the opinions and statements expressed herein are solely those of the author.*