Risk and reward in brand mortgaging

Last week WTR reported Ford’s new marketing campaign, which eschewed using the company’s renowned blue oval trademark. Despite this bold move, the trademark remains one of Ford’s most valuable assets - so valuable, in fact, that it was used as collateral to secure a loan in 2006. As Ford looks likely to soon reclaim its iconic logo from lenders, this example of brand mortgaging imparts some valuable lessons for those considering a similar tactic.

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