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Pulling BP Back from the Brink How Would You Rebuild BP's Brand Image? By Marie Elwood, Brand Marketing Consultant  August 17, 2010 - Speed Dial Issue 44

The May 11th 'Speed Dial' offered five key strategies for brands in crisis, triggered in part by the headlines Tiger Woods, General Motors, and the BP oil spill were generating at the time.

Months have passed, and BP has finally plugged the oil leak. During the summer of 2010, the disatrous spill did incalculable damage to the American environment... and to the BP brand.

So far, BP has structured its US communication around the idea of "making it right", creating a comprehensive Gulf of Mexico response platform on its website and releasing several tv ads (most notably this BP commercial on claims featuring Daryl Willis & this BP ad on cleanup operations featuring Fred Lemond.)

I'd like to hear your perspective on rebuilding BP's brand image, especially in response to these questions:

	Looking at BP's website and ads, how have they done so far?
	What should BP try to communicate in the next 6 months? In the next year?
	What are consumers willing to believe about BP? What won't they accept?
	What's the worst thing BP could do right now? What's the best thing?

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John R from Naperville, IL

Right now BP needs to fix the mess they made. They should get to work now and worry about branding and advertising later. I don't want to see a lot of pr or ads right now because they should be spending their focus and $$$$ on making sure this never happens again and on taking care of all the people down there whose lives got ruined because of them.

Posted at 11:23:am 08/17/10

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Tim Silva from New York

One of the thigns I think BP is doing right is that they are trying to put a human face on everything, like on their website and in their commercials they show what real people in the company are trying to do. I think that is a better approach than having some company big shot do all the talking. I think it's going to take a long time for them to build up trust again. People don't like oil companies anyway so I don't know if BP had a very good image to start with. I think they were just like every other company out there, to be honest.

Anyway, I like your Speed Dials. Thanks

Posted at 8:07:am 08/17/10

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Marie from Atlanta, GA - USA

Hi everyone! I look forward to your comments...

Quick Disclaimer: I have no known connections to BP or the petroleum industry. The intent of this dialogue is solely to explore/discuss crisis communication and its role in rebuilding brand image.

Posted at 1:48:pm 08/16/10

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