Developing an Internet Brand: A Customer Driven Process

David Ropes

How Ford Motor Company builds its brands on the Internet. The key is to build relationships with customers.

Developing an Internet Brand: A Customer Driven Process

The internet helps Ford build interactive and personal relationships

David Ropes Ford Motor Company

I’m seeing a lot of articles lately about the internet and branding. Many of these articles focus on something that the valuations of online startup illustrate: brands matter. But then the writers go on to talk about the ‘how’s’ of achieving visibility in a new medium: the viability of banner ads, the reliability of click-through rates, the importance of portals or the challenge of broadband.

At Ford Motor Company we’re more interested in the ‘what and why’:...

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