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

Why you overvalue your own ideas

And why you shouldn't.

When spying on your staff backfires

As Barclays' recently-scrapped tracking software shows, snooping on your colleagues is never a good idea....

A CEO’s guide to smart decision-making

You spend enough time doing it, but have you ever thought about how you do...

What Tinder can teach you about recruitment

How to make sure top talent swipes right on your business.

An Orwellian nightmare for mice: Pest control in the digital age

Case study: Rentokil’s smart mouse traps use real-time surveillance, transforming the company’s service offer.

Public failure can be the best thing that happens to you

But too often businesses stigmatise it.