With its back against the wall financially, auto maker Ford is taking a radical and risky approach to the marketing of its new Fiesta: Later this month, it will hand over the branding and promotion duties for the car to 100 twenty-somethings who have no advertising experience.
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Comments: 1
It is another sign that Ford's culture has changed meaningfully in recent years. I have been encouraged to see the company acting well ahead of U.S. competitors to right their ship, without the need for federal bail out money. If one of the other auto makers fails, Ford stands to benefit from their innovation and willingness to change.