Magazine article Marketing

Editor's Comment: Dark Facts Beat Green Claims

Magazine article Marketing

Editor's Comment: Dark Facts Beat Green Claims

Article excerpt

BP has a black mark against its name - one the size of Luxembourg, comprising 21m gallons of crude oil that is threatening to decimate thousands of miles of US coastline.

Assuming the British oil company does manage to repair the leaking well at the bottom of the Gulf of Mexico, shoulder soaring clean-up costs and retain its rights to drill off US shores, it will be left with the task of picking up the pieces of its brand.

As Mark Kleinman explains in his column on page 20, BP has gone to great lengths to position itself as a sustainable energy company. Everything from its 'Beyond petroleum' strapline to its yellow and green sunburst logo are designed to help portray it as a friend of mother earth.

This, coupled with investment in sustainable energy technologies such as solar panels and wind farms, have distanced the BP brand image from the reality of it being the world's third-biggest petrochemical company.

However, there is nothing quite like the equivalent of 5000 barrels of crude oil being dumped into the Gulf of Mexico on a daily basis to remind consumers that BP is, at its core, a big, dirty oil company. …

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