This week, Ford Motor Company took back possession of its Blue Oval logo – and along with the logo, some mojo. [Celebrate by taking a minute to watch this Austin Powers clip: mojo.] Ford had put the logo up as part of the collateral to secure a $23.5 billion line of credit back in 2006. It had also put its trademarks for the Mustang and F-150 in as well:
http://money.cnn.com/2012/05/22/autos/ford-investment-grade/index.htm?hpt=hp_t2
It’s a fascinating use of brand equity, but it made me wonder: what would have happened if Ford defaulted? Would the bank or equity company have started using the logo for themselves? Sold it to a rival carmaker to use or abuse? Would a Chinese car company have started making Mustangs for sale in the US? I guess we’ll never know.
~ Adam Schnitzler, CCO & Founding Partner, The S3 Agency
