The Case for Transformation Part 2: Why Change Matters Scientifically

Back in 2004, late into the dawn of the (legit) Internet Advertising age, Ford kicked off a marketing campaign for a major relaunch of the F-150 truck, which Bill Ford called the most important launch for Ford ever.  You’re probably aware of the iconic F-150 if only because between 1991 and 2008 it was the best-selling vehicle in the United States[1] and remains America’s best-selling truck. In any event, Ford had a marketing budget of around $200 million, but it wanted to test that budget against a variety of media combinations.

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