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Ford employees feel the difference Communications campaign highlights brand strategy to multilingual workforce

Ford employees feel the difference Communications campaign highlights brand strategy to... Purpose – The paper seeks to reveal how Ford of Europe communicated the importance of its “Feel the Difference” brand strategy to more than 20,000 European employees. Design/methodology/approach – The paper describes how media‐rich learning was devised and implemented, and the results it has attained. Findings – The paper describes how the entry point to the learning experience is a scrolling 360‐degree panoramic menu depicting an auto‐show environment which brings together Ford of Europe, dealers, national sales companies, the press and, most importantly, the public, in an event that showcases future product development. Users explore the environment by clicking on three‐dimensional objects found at an auto show. In this way, it offers an opportunity to experience the Ford brand and forms a good environment for a communications piece. Practical implications – The paper shows how e‐learning can be used to make learning fun and memorable. Originality/value – The paper reveals how innovative e‐learning can be used to great effect among employees who may be cynical about internal marketing initiatives. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Human Resource Management International Digest Emerald Publishing

Ford employees feel the difference Communications campaign highlights brand strategy to multilingual workforce

Human Resource Management International Digest , Volume 16 (2): 3 – Mar 21, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0967-0734
DOI
10.1108/09670730810860654
Publisher site
See Article on Publisher Site

Abstract

Purpose – The paper seeks to reveal how Ford of Europe communicated the importance of its “Feel the Difference” brand strategy to more than 20,000 European employees. Design/methodology/approach – The paper describes how media‐rich learning was devised and implemented, and the results it has attained. Findings – The paper describes how the entry point to the learning experience is a scrolling 360‐degree panoramic menu depicting an auto‐show environment which brings together Ford of Europe, dealers, national sales companies, the press and, most importantly, the public, in an event that showcases future product development. Users explore the environment by clicking on three‐dimensional objects found at an auto show. In this way, it offers an opportunity to experience the Ford brand and forms a good environment for a communications piece. Practical implications – The paper shows how e‐learning can be used to make learning fun and memorable. Originality/value – The paper reveals how innovative e‐learning can be used to great effect among employees who may be cynical about internal marketing initiatives.

Journal

Human Resource Management International DigestEmerald Publishing

Published: Mar 21, 2008

Keywords: Employee communications; Brands; Cars; Computer‐based learning

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