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James Gregory
Member Since: 28th Nov 2015
James Gregory
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23rd Jul 2010

Can BP survive as a brand: A brief history of brand crises

James R. Gregory compares the branding damage that BP is suffering to previous high-profile branding crises. A brand crisis can take many...
Strategy
7th May 2010

BP leaking brand equity as well as oil

The "Beyond Petroleum" campaign was helpful in protecting the BP brand from declines in the market - but after the Gulf of Mexico oil spill...
Strategy

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