Why is Ford not as successful as Toyota these days? Harvard’s Professor John Quelch reckons it’s because Ford has been too timid to be a genuine global brand:

Over 20 years ago, Harvard professor Theodore Levitt praised Japanese manufacturers for their focus on “what every consumer in the world is seeking: world-class modernity at affordable prices.” Either because they didn’t understand regional differences in consumer preferences or out of self-confidence, Toyota, Nissan, and Honda sold standard products under a single brand umbrella.

For decades, Ford adapted its manufacturing platforms, features, and model names from one country to another. The results: added manufacturing and supply chain costs that strained consumers’ willingness to pay; a balkanized bureaucracy in which regional managers exaggerate the need for local adaptations to defend their turf; and a deteriorating market share, financial performance, and stock price.

So far so good. I thought he was onto a promising theme, but no. Unfortunately, Quelch then lists his 5 characteristics of top global brands:

1. The same positioning worldwide. This provides a combination of functional product quality and innovation with emotional appeal. Think Coca-Cola and Disney.
2. A focus on a single product category. Think Nokia and Intel.
3. The company name is the brand name. All marketing dollars are concentrated on that one brand. Think GE and IBM.
4. Access to the global village. Consuming the brand equals membership in a global club. Think IBM’s “solutions for a small planet.”
5. Social responsibility. Consumers expect global brands to lead on corporate social responsibility, leveraging their technology to solve the world’s problems. Think Nestlé and clean water.

Hmmm.

1. Same positioning worldwide: Agreed. Also could have mentioned BMW, the BBC, et al.
2. Single product category: Disney? Films, theme parks, hotels, toys, clothing? All spin-offs of cartoon characters? GE? Power station equipment, trains, jet engines, appliances, financial services?
3. The company is the brand name: Agreed, but lots of sub-brands too (CocaCola has dozens).
4. Access to the global village: People buy Nokia or Toyota because they’re global? How about because they’re good products, well marketed at attractive prices?
5. Social responsibility: Good companies want to be good citizens, but this is a leap too far. Coke solving world problems? Puhleez!

1.5 out of 5. Not the standard of thinking I expect of a Harvard professor. See me after class.