Ford project 1 >
  project 2 >
J.P. Morgan
Merck project >
Procter & Gamble

Samsung project >
Verizon project >

Typically, in the product development process, conflicts arise when multiple functions perceive a verbal brand attribute to have different meanings and, as a consequence, think differently about the proper means of visual expression. Such discontinuities are counterproductive and can undermine achieving appropriate and outstanding design results. To avoid the risk of such miscommunication and proceed with clearly understood verbal-visual values, an objective approach is required that is definable, repeatable, measurable and scalable.

At Ford, VVF methodology was applied in context of defining the emotional essence and associated design expression of a new vehicle category. This objective and analytical semiotic approach provided strategic results which proved to be trustworthy and equally understood by marketing, engineering and design functions.
  Among outcomes were:
  • Verbal-visual character representing brand intent

  • Target customer perceptions of brand intent and desired expression

  • Verbal-visual association issues, design implications and brand intent gaps

  • Actionable VVF insights for vehicle design direction that emotionally resonates with target customer aspirations and appropriately conveys brand intent

Alliance for High Performance Leadership: Worldwide Acceleration Partnership, LLC

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