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Thursday, November 2, 2000
Documents Indicate...
By Paul Ford
Ford motor company has damaged my brand equity, so I'm suing. This is, for those who have a little trouble with the concept and have seen fit to send me death threats, a joke.
On September 12, 2000, during a recall of Firestone tires, this headline appeared on the New York Times web site. Did you notice that the broad issue of declining concern for consumer safety - a genuine concern of people who work and spend money - did not become an issue during the heated presidential campaign of that year? (Would the candidates have offended their contributors? See: Firestone political contributions, Ford Motor political contributions.)
I considered suing Ford Motor Company for damaging my brand equity with their shoddy production process. I can easily argue that they damaged my "overall perceived value" and reduced my value as a Ford.
I can further argue that this problem with my brand equity, as an American writer and political progressive, has been going on from their violent, inhuman union-busting efforts in the early part of the century, all the way through to their development of disastrous, admittedly ecologically unfriendly SUV vehicles. Ford Motor Company hung a cloud over my good name from before my birth, and I should be compensated.
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