The article revolves around the premise that brand positioning, which Ford believes (and research has affirmed) begins at a very young age, can be influential in the success or failure of a brand. Positioning is developing a specific marketing mix to influence potential customers’ overall perception or a brand, product line, or organization in general. Birkner says that Ford uses commercials in its positioning strategy. She says that in the 2015 Mustang commercial, rather than stating facts about the car’s horsepower, miles per gallon, or even safety, the company just shows quick shots of young people surfing, hiking, …show more content…
In order to implement technology that is compatible with Generation Z’s ideals, Ford engages in environmental scanning where they gather information from the external environment and adapt based on their research. In particular, Ford has realized that connection is a top priority for members of Generation Z. Ford highlights its Sync technology that allows for hands-free connection to smart phones and tablets, so users can send and receive texts, make phone calls, and access apps all from the steering