These days every communication that comes out of any major company is so overly polished and thought out that consumers have all become extreme skeptics. Came into sharp focus yet again for me today when I came across Bold Moves which is a new microsite from Ford. The site is a weekly updated video documentary series that takes you inside Ford as it attempts one of the largest corporate turnarounds in history. It is a sad state of affairs that these days it is an amazingly courageous initiative for ANY company to put out a large amount of content that feels real and meaningful and tries to engage consumers in a real dialogue. Only time will tell if they will keep this authenticity but it will be interesting to watch.
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