BP leaking brand equity as well as oilby
The "Beyond Petroleum" campaign was helpful in protecting the BP brand from declines in the market - but after the Gulf of Mexico oil spill its brand power is now eroding fast.
Branding is all about creating alignment of your companies business processes with its corporate culture. British Petroleum (BP) provides a case in point of a brand that got way out front of its business process and culture to produce tremendous exposure to risk.
James R Gregory is CEO of CoreBrand.