Ford Division 'Looks Again' at Umbrella Tagline

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Ford Motor Co.’s Ford Division, which has struggled to come up with an umbrella tagline for its car models to compare with the truck side’s long-running “Built Ford tough,” is considering the line from a new Taurus campaign, an exec said.

The tagline, “Look again,” was introduced in a Ford Taurus TV spot from J. Walter Thompson that broke this month. “We’re going to take a look at how it does and go from there,” said Joe Castelli, Ford Division car group marketing manager.

Ford has not used an across-the-board car tagline since 1998’s short-lived “Built to last.”



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