Comments on: Rebuilding the Lincoln brand http://strongbrands.wordpress.com/2012/12/04/rebuilding-the-lincoln-brand/ Wed, 22 May 2013 23:00:08 +0000 hourly 1 http://wordpress.com/ By: Gerry Lantz http://strongbrands.wordpress.com/2012/12/04/rebuilding-the-lincoln-brand/#comment-4616 Tue, 11 Dec 2012 15:06:01 +0000 http://strongbrands.wordpress.com/?p=603#comment-4616 Brand values start with product values. Get the product truly exceptional–all aspects right down to selling and service.

Cadillac had more to build on than Lincoln but after a few failed attempts to be hip and modern, it invested year after year in performance and has now become a terrific high-end competitor.

Lincoln can do it–it looks like they are building on a heritage of bigness can be appealing. I’m not so sure about that–I hope that is not their strategy. Their hybrd pricing is the same as the standard car–terrific tactic.

It will be fascinating to watch.
Gerry Lantz
STORIES THAT WORK

]]> By: rob http://strongbrands.wordpress.com/2012/12/04/rebuilding-the-lincoln-brand/#comment-4528 Wed, 05 Dec 2012 22:13:28 +0000 http://strongbrands.wordpress.com/?p=603#comment-4528 Watching Ford’s brand (and company) turnaround has been nothing short of spectacular. As recently as 1998, Lincoln was the top selling luxury brand. Time will tell if Ford can do for the Lincoln brand what it did for the Ford brand.

]]> By: Reuben http://strongbrands.wordpress.com/2012/12/04/rebuilding-the-lincoln-brand/#comment-4514 Tue, 04 Dec 2012 22:46:03 +0000 http://strongbrands.wordpress.com/?p=603#comment-4514 At the end of the day, a premium buyer will need to feel special for what he/she pays. The challenge I see is to convince customers that Lincoln brand is really a premium brand like Lexus and this will depend on several areas – Quality, Styling, Technology and service. I find price of a two year old used vehicle a good indicator of if the premium perception holds, higher the price better the perception.

]]> By: Kathy http://strongbrands.wordpress.com/2012/12/04/rebuilding-the-lincoln-brand/#comment-4513 Tue, 04 Dec 2012 19:28:36 +0000 http://strongbrands.wordpress.com/?p=603#comment-4513 Interning at Ford in 2011 in marketing, I had the opportunity to spend time with Jim Farley and some of his key players. They are definitely planning on investing a lot into the Lincoln brand, the key will be, will they spend enough to convince the market? Will their story be convincing enough in the midst of some incredibly strong luxury brands?

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