Beyond Branding

Home page
The book
The authors
Contact us
Beyond Branding is written by members of The Medinge Group

The Beyond Branding blog

December 27, 2005

Mercury rising? 

’s brand is targeting women. In a way, it makes sense: Mercurys are dressed-up cars and fancier than the Fords on which they are based. But they look the same as Fords. They have about the same de­precia­tion. A Ford grille runs horizontally and a Mercury grille runs vertically. Up-spec a Ford to Mercury equip­ment and it would cost the same.
   The campaign may increase short-term sales but I still say: make Mercurys different. Make the an American , where the cars are sportier and more powerful. If it’s a , treat it as such within the organi­za­tion (as it once did), not “just another” Ford division.
   Without —one of the tenets of brand­ing—this campaign is going to be like any other “aimed at women” car campaigns, because the products are the same.
   What happens when Ford tries to go the premium route by increasing standard equip­ment? It’s a long-held Ford method: start the new range off with basic models, and up-spec them each model year. Ford, too, is aiming to be , if the badging on the cars and the overall are anything to go by. The result: the dif­feren­tia­tion could be lost.
   And if women make 80 per cent of car-buying decisions, which is Mercury’s claim, then wouldn’t everyone wish to target women? Why doesn’t Ford or Lincoln?
   To its credit, the company says Mercury is targeting a youthful, , rather than a —but that means . These are the who have rejected the Saab 9-2X because they know it’s a Subaru in drag. Will they know Mercurys are Fords with falsies? They sure can see through a lot more than , or anyone, give them credit for. In fact, is their known ad- being addressed?
   I say give women sportier, butch Mercurys—every ounce of research I’ve done suggests they like cars that are sexy to them, and that means shapes that aren’t curvy, but nicely chunky. I know that means expen­sive sheet­metal differ­ences. But globally, Ford develops more cars than it offers in the . I’d love to see the Mk II (C307) offered Stateside. If it wears Mercury (not Merkur) badges, then why not complement the existing range? Make it a little differ­ent—or differ­ent enough to show customers you’re serious about Mercury being a brand of its own.
Comments: Post a Comment
Links to this post

Links to this post:

Create a Link


Authors’ and associates’ individual blogs

  • Johnnie Moore’s Weblog
  • Steal This Brand
  • Jack Yan: The Persuader Blog
  • Right Side up
  • Chris Lawer
  • Ton Zijlstra
  • Headshift
  • Partum Intelligendo
  • Goiaba Brazilian Music
  • Detective Marketing
  • Chris Macrae

  • + Add Beyond Branding to your Blogroll

    Add feeds

    Aggregated blogs


    Old Beyond Branding blog entries

    Add feed to Bloglines
    Add feed to Newsgator
    Add feed to My Yahoo!

    RSS feed from 2RSS

    This page is powered by Blogger. Isn't yours?

    Get this blog via email

    Enter your email

    Powered by FeedBlitz


    Previous posts

  • American media bias is real
  • Kerry Packer passes away, aged 68
  • The great New Zealand Muldoon cover-up
  • Sly and the Corporation Stone
  • Fly the friendly skies
  • ‘You must be American and boring to contribute to ...
  • to any club of city, what brand networks your citi...
  • Happy holidays, etc.
  • ad day 10, to club of Delhi with love
  • ad calendar day 9: to any citizen, put your city's...
  • Beyond Branding bloggers

    Chris Lawer UK
    Chris Macrae UK/US
    Jack Yan New Zealand
    John Caswell UK
    Johnnie Moore UK
    Malcolm Allan UK
    Nicholas Ind Norway
    Simon Anholt UK
    Stanley Moss USA
    Thomas Gad Sweden
    Tim Kitchin UK


    Webfeed (RSS/ATOM/RDF) registered at

    Listed on BlogShares
    Top of the British Blogs
    Blog Flux Directory

    Business Blog Top Sites

    Feed Digest