By M. Robinson
Advertising gigantic Oil starts off with an ancient viewpoint taking a look at how significant Oil got here to be after which analyzes the promoting and company branding courses of those oil titans to illustrate what does and does not paintings, displaying us how even the biggest businesses occasionally fail to get their message throughout.
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Additional info for Marketing Big Oil: Brand Lessons from the World’s Largest Companies
Under its state charter, Standard Oil of Ohio couldn’t own companies outside the state, so it developed an ingenious solution: it assigned three midlevel managers to serve as trustees who held stock in a score of subsidiaries outside of Ohio. When these managers received dividends, they distributed them to the 37 investors of Standard of Ohio as individuals, in amounts proportionate to their ownership stakes in the parent company. This newly built structure permitted Rockefeller to swear under oath during legal proceedings that Standard Oil of Ohio didn’t own property outside of Ohio, even though it controlled most of the pipelines and refineries in Pennsylvania, New York, New Jersey, and Maryland.
P. 658. , p. 658. Oil Spill Intelligence Report, 29(38) (September 14, 2006), p. 1. 0011 6 How BP Destroyed a Corporate Brand Abstract: In 2000, BP changed its corporate image from a traditional oil company to one that marketed a more caring environmental image. The company suffered blows to this new image as a result of several major catastrophes, the 2005 explosion at the Texas City, TX refinery and the Deepwater Horizon spill in April 2010. Although the environmental impact has and will be debated for years, the event serves as a case study of how a properly planned and executed PR and crisis communications plan can help reduce the damage done to the corporate brand.
Despite mainstream media reporting on the oil companies’ obscene profits, the large majority of consumers were left to endure long lines at the gas pump, or in some cases, gasoline stations had completely run out of the fuel and were closed altogether. 0010 The Arrogant and Aloof Oil Company under oath. Under the microscopic lens of television lights and cameras, oil company executives were subjected to question after question regarding their operations and financial performance. While many executives had education and experience in the petroleum sciences such as geology, petroleum and chemical engineering, they were ill prepared to deal with a brand crisis of this magnitude (and many are still ill prepared today).
Marketing Big Oil: Brand Lessons from the World’s Largest Companies by M. Robinson