Investing Lessons From Granddad’s Old Truck

By James Hires A good story separates the lasting brands from the failures. It can elevate a product into a cultural icon.

Believe it or not, the best example of a powerful brand is a humble work truck.

Ford’s F-Series trucks have been around since 1948. Since then, they’ve become the best-selling vehicles in America. Of the 2.4 million full-size trucks sold last year, almost 1 million were F-Series, generating $41 billion in revenue for Ford Motor Company (NYSE: F). According to Morgan Stanley, the F-Series could be worth more than Ford itself.

So what’s so special about the F-Series?

The answer is in its story. It’s …read more