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Archive

24 Jun

Posted at 20:21h in

As part of our engagement to help Ford form a fully integrated communications platform, we were asked by the Chief Communications Officer to create a Communications Manifesto for his global teams. ‘Are you ready? Communicating in a New World’ addresses the wholesale disruption of media and messaging, and the importance for brands of bringing human value to the evolving social conversation. This is best done through principled behavior that builds value at every touchpoint. And, it reflects the changing responsibility of corporate brands to convey purpose in a clearly transparent way, in order to earn a position of trust. Ford, as a company, lives a fundamental truth – that freedom of movement drives human progress – and this idea is the rally-cry of the book....

23 Jan

Posted at 16:03h in

In 2016 we began working with Ford Smart Mobility, a Palo Alto-based LLC created by Ford Motor Company to address the problems of 21st Century mobility. We helped to develop the foundational executive narrative with the Chairman. We also worked closely with the CEO to build strategic prototypes for its City Solutions positioning platform. Ford Smart Mobility had recently acquired Chariot, an urban transit start-up, and as part of our assignment we collaborated with its co-founder and CEO to position the brand for rapid growth. Latterly, we’ve worked with the Chief Communications Officer on the Ford company narrative through GTB, Ford’s agency of record....

11 Jun

Posted at 16:02h in

In 2016 Ford Motor Company acquired Chariot, an app-based urban transit start-up in San Francisco. We were asked to develop key communications tools to position the young company for rapid expansion. Our work was based on a simple human insight — that every citizen lives their city in their unique way, and Chariot is a little life-hack that can help make that easier and richer. This led to the brand promise, “Your City, Your Way”. Our brand film showcases Chariot as a driver of optimism and opportunity. Our sales and marketing tools have been integrated across critical touch points including the website, app, the vehicles themselves, and launch events. Chariot is now in SF, Austin, NYC, Seattle, and London....