Can BP's brand survive this spectacular fall? Or is our sense of betrayal so great that we can never forgive? I came up with a few options that Bob Dudley, the new head of BP, might be contemplating.
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BP made its name synonymous with "Beyond Petroleum" in 2000, rebranding itself as a company that sees a future past dependence on fossil fuels. But te...
Can "green" and "non-green" brands coexist in the same portfolio? How much can the portfolio sustain? It looks like a lot. Toyota can sell the Prius and Tundra. Pepsi sells Sun Chips and 7-Up.
In July 2009, the CEO of BP, Tony Hayward, explained to attendees that BP was going in the wrong direction before he took over as CEO because, "we had too many people that were working to save the world."
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