Welcome to the Vandejong blog. Vandejong is an enterprising, strategic, creative communications agency. We build brands and develop campaigns and, when we think it's necessary, even new products. Go to vandejong.nl.
This week BP is finally putting the cork into the earth and it can investigate how much damage the largest oil spill in history has done. The question is whether and how the brand can be saved.
Instead of being the enlightened brand of innovative and responsible oil production, it chose a decade for an artificial brand positioning as an element of its business strategy. BP was supposedly looking ahead to new energies, and positioned itself as “beyond petroleum” without actually doing it. Not very wise.
Perhaps the optimists at BP see this as a new chance. But before they start with a rebranding the framing question is; what went wrong? Hopefully they’ll go back to it’s vision and values and be responsible and creative to find back confidence in an exceptional way.