James Gregory
Member Since: 28th Nov 2015
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