GONE TOO FAR?
Ford slogan leaves one driver confused

Six years after a low point in Ford’s history, the car company has a new slogan meant to emphasize that it has recovered and then some: "Go Further." The new slogan replaces "Drive One" in North America. However, the new slogan leaves one driver confused... New Ford Tag Line Leaves This Driver Confused Go Further. Go Farther. Ford, what exactly are you asking me to do? Are you inviting me to journey down the metaphorical path and go further? Or are you inviting me to drive down the road in my new Ford and go farther? I’m confused. By the way, what does Go Further do for your brand that Drive One doesn’t? Just the fact that your new tag line is raising these kinds of questions is a bad sign to encounter as you travel further or is it farther down the marketing road. Yes, tongues are wagging. Media and advertising types are talking about your brand. But confusion and ambiguity reign. Granted, we’re all not grammarians. But do you really think the average person is going to connect the dots? “Where does Ford want me to go?” might be a typical consumer reaction to this new directive. Compare that to, “I want to drive that really cool looking new Fusion,” prompted by the now sidelined “Drive One” tag line. Hmmm. I am metaphorically stopped at a four-way stop sign not knowing who has the right of way. While that is good for law and order, marketing is not about either. It’s about passion. It’s about inspiration. I’d rather Drive One knowing I was in a really cool new Ford as compared to going further down the road in a “I don’t know what”. Sorry, I misspoke; it’s going farther down the road. - T. Grill