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AUG 2007

Fine-Tuning A Brand's Signature Sound

Companies turn an ear toward improving the rings and pings in their products

BusinessWeek, August 13, 2007 — When Derrick M. Kuzak became Ford Motor Co.'s (F ) global chief for product development in 2005, he didn't like what he was hearing. It wasn't hostile car reviews that bothered Kuzak. It was the insipid gong chimes that greeted a potential buyer when the door of a Ford was opened as well as the rickety sound produced when it was shut.

Category: Brand Strategy
Tag: Ford

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