BP Oil's newest disaster, the devastating oil spill in the Gulf of Mexico, is the third major disaster that BP has been responsible for in the last ten years on or near US soil. Already skeptical consumers have become even more concerned with the lack of safety BP Oil looks to possess, especially in the United States. Moving forward, BP needs to seriously revamp their brand image and fast or face losing the American oil market.
The easiest way the English based oil company could give it's brand and image a "do over" would be to hire an American brand consulting firm to come to their rescue. An American brand consulting firm would benefit BP for two reasons;
- They will provide an American cultural perspective to the issue – Since World War Two the British and Americans have never seen quite eye to eye on a broad range of issues, most notably cultural nuances. The British seem to always accidently offend Americans in the worst scenarios. An American branding firm would have the cultural understanding to address the issue in a way that would not offend but bring comfort to the US oil market.
- They have the time and resources to make the results valuable – The "MO" of a branding firm is to handle the necessary research, analysis and connections it takes to provide valuable branding advice. A branding company has the man power to assess the public's current view of BP. Armed with this info, they can create a re-branding strategy to change the negative image of BP. Lastly, the consulting firm has the connections to make sure that new brand pushes out to the right channels.
Alas, I am not the CEO of BP Oil and I seriously doubted this article will influence their decision, but in my humble opinion they need to hire an American based brand consulting firm to stem the flows of bad publicity and turn BP's image around before they make another mistake.