The commentary continues:
"For BP to survive now in the US – it might mean no more than a name change. BP is still facing pressure from many in the US to rename its American service stations or provide those who sell BP brand items with tools to counter the loss of customer loyalty."
And here's the branding expert analysis of how BP can forge this superficial route forward (AIG, anyone?):
"“Some things definitely need to go. … So here’s an idea that just might work. Bring back the Amoco name. You purchased the brand some years ago, and ultimately shuttered it. It may be ready for a new look and a comeback,” said Jamey Boiter, a brand strategist at BOLTgroup, in a FastCompany report."
Thanks for that insight, Jamey. But wait! It gets even better:
"There are even some analysts who argue that BP will come out of this disaster “reinvigorated”."
I need more coffee.
natalya, i think if you read the entire piece that i did back in june, you'd find that i was looking for higher ground as well, to escape bp's rhetoric and greenwashing, and that maybe if something actually happened and changed philosophically on a corporate level for bp, one way to communicate a new found truth within the company would be to try a new brand. [as it turns out, the operators of franchises have been hammered over this, innocently, and a new brand could actually help their businesses]. my beef with bp this entire time has been around their ability to pull the wool over our eyes, for years, through their "beyond petroleum" position and brand. however, if the company does not change internally, no amount of repositioning, rebranding, or communication will fix their problem.
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