Slogan Doctor: Ford - Go Further

John Morrish takes a look at the origins of Ford's slogan 'Go further'

by John Morrish
Last Updated: 09 Oct 2013

Earlier this year, Ford in the US introduced its workers to a new 'brand promise'. 'Go Further' was created by its US ad agency Team Detroit, made up of six WPP-owned outfits. According to Elena Ford, director of global marketing and great-great-granddaughter of Henry: 'It means we're always going to go further for great products, a strong business and a better world.'

The slogan was introduced to staff first because it is supposed to be a motivator, before it was rolled out in advertising. In Europe it replaced 'Feel The Difference' and in the Americas and Asia it took over from 'Drive One'.

Sadly, in choosing one slogan for the world, Ford has ended up with something bland and anonymous. There's the ghost of a message about fuel economy but it doesn't say anything about the manufacturer itself: any car-maker could use it. Rather than Going Further, Team Detroit should have Tried Harder.

Find this article useful?

Get more great articles like this in your inbox every lunchtime

How redundancies affect culture

There are ways of preventing 'survivor syndrome' derailing your recovery.

What they don't tell you about inclusive leadership

Briefing: Frances Frei was hired to fix Uber’s ‘bro culture’. Here’s her lesson for where...

Should you downsize the office?

Many businesses are preparing for a 'hybrid' workplace.

How to make your team more accountable

‘Do as I do’ works a lot better than ‘do as I say’.

Black talent isn’t hard to find: It’s just you

If you want to attract the widest range of applicants, you need to think about...

Drowning in data: The case for the business generalist

Expertise and algorithms are overrated. Try using your brain, says this Harvard academic.