Ford is hiring for a world professional, somebody with a uncommon and highly effective reward, who can do issues some do not even dare to dream of: identify stuff. Possibly that is not a shock for an outfit actually named the Ford (the founder) Motor (what it makes) Firm (what it’s); this may not be its pure robust swimsuit. Though in equity, most automobile firms are mainly the identical. Ford is seeking to stand out from the gang, and it should do it with snazzier terminology.
In accordance with the job description, the Nomenclature Strategist (what a reputation!) will “will lead the end-to-end execution of naming initiatives throughout Ford’s product and repair portfolio… This function is right for somebody who can merge linguistic creativity with enterprise technique, delivering names that aren’t solely memorable and significant, however aligned with our broader model structure and legally viable.” In different phrases (and it is all about phrases), Ford appears to wish to transfer in direction of a coherent naming technique moderately than simply arising with one thing from scratch each time.
This is not only for automobile mannequin names: the job description makes it clear that each one Ford merchandise, something with a title actually, will likely be beneath this particular person’s remit. For instance, proper now, Ford’s hands-free driving function is known as BlueCruise. Is that the perfect identify? Does that inform me, the clueless purchaser, what it does with out having to look it up? Properly, when you’ve got an professional opinion on the topic, now you can receives a commission six figures to offer it. The function will report back to — and I legitimately love this identify — the Director of World Nomenclature, whose sole job I assume is to call your entire world.
Getting away from naming by committee
In accordance with Client Reviews again in 2013, the previous naming course of at Ford was much more scattered. Individuals have been plucked from the advertising, design, and communications departments, who collectively generated an inventory of hundres of names. This was whittled down for inadvertant cultural conflicts (phrases imply various things in other places), after which was run previous consultants or focus teams (possibly the latter is the place the Ford Focus got here from). Then the attorneys obtained concerned and spiked a bunch of concepts, earlier than the ultimate greenlight was given by the CEO.
If a kitchen had that many cooks in it, the meals wouldn’t be excellent. That is what begat the EcoSport, the 5 Hundred (so dangerous that Ford renamed it the Taurus two years later), and the Escort (suppose that one all over, Ford). In fact, that is the corporate which initially got here up with such thrilling names because the Mannequin A, the Mannequin B, and later, actually defying conference, the Mannequin T. So making an attempt to drag in an professional at names may truly be a good suggestion right here.
How professional? The job description is in search of somebody with six years of expertise naming stuff. I, personally, have been naming issues since I used to be six years of age, so I am fairly positive I am a shoe-in. That mentioned, I haven’t got a Grasp’s diploma in naming stuff, however somebody who does is most well-liked for this function. Naturally, this function will nonetheless be getting stakeholder suggestions from throughout the corporate; the committee will not go away fully. It is simply that there’ll now be a devoted skilled driving in direction of the ultimate outcomes throughout your entire product suite.
I would be remiss if I did not point out that Ford has had some bangers through the years. The Mustang. The Raptor. The Thunderbird. These are names you’d wish to purchase even if you happen to’d by no means seen the precise vehicles. If you need the job, that is the bar.
