Trademark-free marketing: should other companies follow Ford’s example?

Ford’s blue oval logo is one of the most recognisable trademarks in the world. But a new advertising campaign from the Dearborn-based company seemingly lacks any explicit reference to the brand at all, with the iconic logo and product names absent altogether. Though counsel may feel uneasy that trademarks are not being used, ‘brandless’ marketing could have benefits if certain steps are taken.

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