At Ford, VVF methodology was applied in context of defining the emotional essence and associated design expression of a new vehicle category. The objective and analytical semiotic approach of VVF provided strategic insights and opportunities which proved to be trustworthy and valuable to marketing, engineering and design functions. Among outcomes were:

--- Verbal-visual character representing brand intent of new vehicle category

--- 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 while appropriately conveying brand intent

http://verbal-visual.com       

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