Ford's conquest of cool

Ford's U.S. market share has grown from 12.1% to 14.7% over the past year, in part due to introductions of new and redesigned models. Its fall TV campaign, which uses the slogan "Drive one," is attempting to position the brand as cool and desirable. The ads, which are designed to look like home video, feature owner testimonials.

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Wall Street Journal, The · Los Angeles Times (tiered subscription model) · Advertising Age (tiered subscription model)

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