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MPS Branding Thesis: British Petroleum

The document is a presentation by BP on rehabilitating its brand image in the US. It summarizes how BP was previously considered one of the most environmentally responsible brands due to its "Beyond Petroleum" rebranding in 2000. However, after the 2010 Gulf oil spill, BP's brand perception in the US severely declined as it became associated with all that is wrong with big oil companies. The presentation analyzes this disconnect between global and US perceptions of BP and argues that focusing on rebuilding trust with American audiences is key to the company's future success. It proposes positioning BP as an "underdog" story to establish an emotional connection and turnaround its disadvantaged public image.

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SVA. MPS BRANDING THESIS PRESENTATION: CLASS OF 2013 Hannah Baker Christina Bouraad Lauren Martiello Tyler Adam Smith
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 18, 2013
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 AMERICANS RESENT BIG OIL
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Because it is reckless “Big Oil damages our environment, hurts human health, threatens our drinking and irrigation water” - Elizabeth Shope Natural Resources Defense Council
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Because it is greedy “As Americans feel pain at the pump, Big Oil wins big” -The Checks and Balances Project
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Because it plays by its own rules “In some ways the government depends on big oil to know what’s going on out there. It creates the impression that the government is not in charge” -National Commission on the BP Deepwater Horizon spill
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 WHO IS BIG OIL?
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil is... 88% OPEC 12 % BIG OIL Global Oil Reserves OPEC: Organization of Petroleum Exporting Countries http://www.eia.gov/energy_in_brief/article/world_oil_market.cfm
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil is... Global Oil Reserves 8% Shell Exxon Mobil BP 88% OPEC 12 % BIG OIL http://www.eia.gov/energy_in_brief/article/world_oil_market.cfm OPEC: Organization of Petroleum Exporting Countries
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil Business Model UPSTREAM Exploration Development Extraction Long Term Investment
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil Business Model DOWNSTREAM Manufacture Refinery Retail Short Term Investment
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil Business Model LIFE CYCLE
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil Makes Record Profits Q1 2013 “Six of the major international oil companies topped $50 billion in combined profit for the first time.” http://abcnews.go.com/Business/story?id=5503955&page=1
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 IF AMERICANS BELIEVE THAT BIG OIL behaves SIMILARLY...
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why did they single BP out? ▶ AIG ▶ Goldman Sachs ▶ Halliburton ▶ American Airlines ▶ Bank of America ▶ Citigroup ▶BP ▶ J.P. Morgan ▶ Wells Fargo ▶ Comcast 1 2 3 4 5 6 7 8 9 10 http://finance.yahoo.com/news/10-most-hated-companies-america-163000649.html
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BECAUSE: No other Big Oil company claimed to be anything other than an oil company
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 In 2000, BP rebranded themselves From To
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 They introduced a new corporate slogan “Beyond Petroleum” which communicated their focus on alternative energy. It was accompanied by a $200 million ad campaign. In addition...
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BP’s BRAND VALUATION Resulting in... Between 2000 to 2009 BP made Interbrand’s top 100 global brands list, making it one of the most valuable brands in the world for a decade. http://www.interbrand.com/en/best-global-brands/previous-years/best-global-brands-2009.aspx
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “BP has tried to position itself as the greenest... A 2008 study shows that BP tops all other brands in the category” -John Porretto, AP Business Writer http://www.interbrand.com/en/best-global-brands/previous-years/best-global-brands-2009.aspx
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 AND THEN THE SPILL HAPPENED...
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BP’s Backlash
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 The Problem
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “One of the biggest embarrassments for BP from the spill was that the company ran a very successful campaign over the past decade to highlight its commitment to environmental concerns. The success of the campaign was dubious as it turned out that BP’s image was the antithesis of what it had projected” -Trefis Team, Forbes http://www.forbes.com/sites/greatspeculations/2012/02/07/bp-goes-for-public-relations-makeover-to-get-beyond-gulf-spill/ The Problem
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 The Problem BP has become the embodiment of all that is wrong with the industry and has severely fallen out of favor with the American public.
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 But, globally there is a disconnect In a survey on global perception; BP ranked amongst top 5 of environmentally responsible brands http://www.globescan.com/commentary-and-analysis/featured-findings/entry/positive-ratings-of-bp-as-environ- mentally-responsible-suggest-its-rehabilitation-is-underway.html
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why the global ranking? DEVELOPING COUNTRIES UNDERDEVELOPED COUNTRIES Political stability Entrance to global market Job creation Developing expertise in industry Nation wide community building Food production Development of education Job creation Basic energy needs (survival) Local community building
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why the global ranking? DEVELOPING COUNTRIES UNDERDEVELOPED COUNTRIES Political stability Entrance to global market Job creation Developing expertise in industry Nation wide community building Food production Development of education Job creation Basic energy needs (survival) Local community building
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why the global ranking? UNDERDEVELOPED COUNTRIES Political stability Entrance to global market Job creation Developing expertise in industry Nation wide community building Food production Development of education Job creation Basic energy needs (survival) Local community building DEVELOPING COUNTRIES
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why The Discrepancy? PERCEPTION IN THE U.S. Americans don’t see how oil provides for this base level of needs. Instead, they experience big oil from two touchpoints: at the pump, and when there is an accident
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why focus on the American public? This is where BP’s real problem exists This is the market to ensure future success
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 http://www.nytimes.com/2013/04/28/opinion/sunday/the-dark-side-of-ener- gy-independence.html?pagewanted=all&_r=1& How is this manifested? U.S. Energy Independent by 2030 Exporter
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 http://www.economist.com/node/2705562 How is this manifested? U.S. Energy Independent by 2030 OPEC Limited Resources Exporter Importer
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 How is this manifested? U.S. Energy Independent by 2030 OPEC Limited Resources OPEC ≈25 % BIG OIL http://www.economist.com/blogs/freeexchange/2012/04/oil Global Oil ReservesExporter Importer
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 AMERICANS RESENT BIG OIL
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 AND TO AMERICANS BP IS THE EPITOME OF ALL THAT IS WRONG WITH THE INDUSTRY
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why are we here? We have been asked to address the perception of the BP brand in the USA to ensure future success.
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Previously... $20+ billion (Payouts)
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 $20+ billion New Communication Strategy Sway Public Perception? + Previously...
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 $20 billion New Communication Strategy People Never Forget Oil Spills Sway Public Perception? Previously...
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 WHAT DO YOU DO WITH A BRAND THAT HAS FALLEN SO FAR FROM OF GRACE?
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Can BP turn itself around?
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Case study
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Case study
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why does this matter? Suffered a severe setback HIGHLY VALUED BRAND
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 HIGHLY VALUED BRAND Suffered a severe setback Brand perception is shaken Why does this matter?
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 HIGHLY VALUED BRAND Suffered a severe setback Brand perception is shaken But...used this to reset and built back trust Why does this matter?
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 RESULTING In tremendous comeback
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 THE GULF SPILL WAS THE WORST ENVIRONMENTAL DISASTER IN U.S. HISTORY
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BUT THE TIME IS NOW FOR BP TO MOVE FORWARD
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BP is in a unique position for change Divested significantly Increased operational efficiency Flexible business model
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BP’s CEO is a champion for change “Sometimes events like this shake you to the core, the foundation, and you have two responses, one is to run away and hide, the other is to respond and really change” - Bob Dudley, ABC News 2010
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 SO WE HAVE A BRAND IN A DISADVANTAGED POSITION, BUT WITH A PASSION AND DETERMINATION TO TURN THINGS AROUND... - “Underdog Effect” from Harvard Business School
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 WHICH IS A CLASSIC TALE OF AN UNDERDOG
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 WHILE AMERICANS RESENT BIG OIL, THEY CAN RELATE TO AN UNDERDOG...
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 IN THIS NARRATIVE, THE AUDIENCE NEEDS TO HAVE A EMOTIONAL CONNECTION. WHICH WILL BE CHALLENGING IN THIS CATEGORY.
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 A measure of how the brand influences customer demand at the point of purchase.Utilities (1%) Industrial (5%) Pharmaceutical (10%) Retail (12%) Information technology (20%) Food & drinks (50%) Luxury goods (70%) Brand Loyalty
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 WHY IS IT THAT THERE IS NO BRAND LOYALTY IN THIS CATEGORY? BECAUSE THERE IS NOTHING TO BE LOYAL TO.
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 SO HOW CAN WE CREATE loyalty?
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 RESENT ----------------- ADMIRED OBLIGATORY--------PREFERRED VILLAIN ---------------------- HERO REACTIVE ----------- PROACTIVE FACELESS -------- PERSONABLE UNTRUSTWORTHY --- TRUSTED Our Goal
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 The spill forced them to be innovative and become an industry leader on clean up They are re-addressing protocols unchanged from the ‘80s BP’s strengths SAFETY
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 They have ultra deep water expertise They are the most efficient company in UPSTREAM operations BP’s strengths EXPLORATION
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Safety & EXPLORATION BP CAN OWN
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 They have ALREADY REDEFINED SAFETY
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 They have the ability to redefine exploration!
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Repositioning:
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Repositioning: BP IS FUELING CHANGE
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 How do we become the brand that fuels change in the industry? OUR STRATEGY Phase TWO: Fueling Change Externally (2017) Phase THREE: Fueling Change Industry Wide (2020+) Phase ONE: Fueling Change Internally (2015)
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Phase ONE: Fueling Change Internally
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Brand Pillars: the guiding principals INTERNAL WORKSHOPS We will unify the team by providing them with a compass, the four pillars that the BP brand will stand on.
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Brand Compas: the guiding principals PIONEERING DISCIPLINED COURAGEOUS COMMITTED TO HUMANITY
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 We are explorers of this earth. We have literally gone where no one has gone before. When it comes to providing people with their basic needs, no challenge is too intimidating to dissuade us from our mission. PIONEERING DISCIPLINED COURAGEOUS COMMITTED TO HUMANITY Brand Compas: the guiding principals
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 We are in a volatile business but we are trained and committed to be as risk adverse as possible. Each one of us personally takes on this pledge to make the industry safer and cleaner. PIONEERING DISCIPLINED COURAGEOUS COMMITTED TO HUMANITY Brand Compas: the guiding principals
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 We are poised for significant change and prepared to become the thought leaders of the industry. No matter what the future brings, we will never sit back on our laurels and will always seek new ways to push forward. PIONEERING DISCIPLINED COURAGEOUS COMMITTED TO HUMANITY Brand Compas: the guiding principals
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 We are responsible for helping keep the world safe. We do not take this responsibility lightly and plan to shepherd our planet long into the future. PIONEERING DISCIPLINED COURAGEOUS COMMITTED TO HUMANITY Brand Compas: the guiding principals
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BP Think Tank
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Innovation inspires change. But what inspires innovation? The think tank is a place where ideas are born to rethink and reestablish industry standards for a better tomorrow. BP Think Tank
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Open Letters to America
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Phase TWO: Fueling Change Externally
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Open Letters to America
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Campaign
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “Lesson Learned” Campaign “Don’t downplay your mistakes.”
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “Dispersant works differently in sea water than clean water.” “Lesson Learned” Campaign
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “Decisions in the ocean affect life on the shores.” “Lesson Learned” Campaign
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “Preparing for a world where things only go right is extremely dangerous.” “Lesson Learned” Campaign
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Transparency at the Pump
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Transparency at the Pump
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “Fueling the Future” Program
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Phase THREE: Fueling Change Industry Wide
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 FUELING CHANGE Conference (Clockwise) The Hot Shots Firefighters MIT Valedictorian 2012 - Christina Curlette MakerBot, WordPress, Blue Bottle Coffee, Typekit, True Ventures, Sphere & About. me Founder - Tony Conrad The Founders of Vice Mag- azine - Suroosh Alvi, Shane Smith, Gavin McInnes Patagonia CEO - Casey Sheahan Nobel Prize in Chemistry 2012 - Robert J. Lefkowitz
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Industry Wide Certification
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Industry Wide Certification
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 thought leader
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 thoughtful leader
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 POWERLESS
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 HOPELESS
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 DISAPPOINTED
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 A company that actually learns from its mistakes, offers a heartfelt apology, and humbly asks for forgiveness.
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 A company that actually learns from its mistakes, offers a heartfelt apology, and humbly asks for forgiveness. A company that is willing to educate us about our consumption and about their business practices.
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 A company that actually learns from its mistakes, offers a heartfelt apology, and humbly asks for forgiveness. A company that is willing to educate us about our consumption and about their business practices. A company that we know is inspiring stricter, more consistent, more responsible measures for the entire industry.
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 A company that actually learns from its mistakes, offers a heartfelt apology, and humbly asks for forgiveness. A company that is willing to educate us about our consumption and about their business practices. A company that we know is inspiring stricter, more consistent, more responsible measures for the entire industry. A company that does everything in its power to give us hope for the future.
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 THIS COMPANY IS BP
SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 The FUTURE begins today thank you

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MPS Branding Thesis: British Petroleum

  • 1.
    SVA. MPS BRANDING THESISPRESENTATION: CLASS OF 2013 Hannah Baker Christina Bouraad Lauren Martiello Tyler Adam Smith
  • 2.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013SVA. MPS BRANDING. THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 18, 2013
  • 3.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013
  • 4.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 AMERICANS RESENT BIG OIL
  • 5.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Because it is reckless “Big Oil damages our environment, hurts human health, threatens our drinking and irrigation water” - Elizabeth Shope Natural Resources Defense Council
  • 6.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Because it is greedy “As Americans feel pain at the pump, Big Oil wins big” -The Checks and Balances Project
  • 7.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Because it plays by its own rules “In some ways the government depends on big oil to know what’s going on out there. It creates the impression that the government is not in charge” -National Commission on the BP Deepwater Horizon spill
  • 8.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 WHO IS BIG OIL?
  • 9.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil is... 88% OPEC 12 % BIG OIL Global Oil Reserves OPEC: Organization of Petroleum Exporting Countries http://www.eia.gov/energy_in_brief/article/world_oil_market.cfm
  • 10.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil is... Global Oil Reserves 8% Shell Exxon Mobil BP 88% OPEC 12 % BIG OIL http://www.eia.gov/energy_in_brief/article/world_oil_market.cfm OPEC: Organization of Petroleum Exporting Countries
  • 11.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil Business Model UPSTREAM Exploration Development Extraction Long Term Investment
  • 12.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil Business Model DOWNSTREAM Manufacture Refinery Retail Short Term Investment
  • 13.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil Business Model LIFE CYCLE
  • 14.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Big Oil Makes Record Profits Q1 2013 “Six of the major international oil companies topped $50 billion in combined profit for the first time.” http://abcnews.go.com/Business/story?id=5503955&page=1
  • 15.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 IF AMERICANS BELIEVE THAT BIG OIL behaves SIMILARLY...
  • 16.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why did they single BP out? ▶ AIG ▶ Goldman Sachs ▶ Halliburton ▶ American Airlines ▶ Bank of America ▶ Citigroup ▶BP ▶ J.P. Morgan ▶ Wells Fargo ▶ Comcast 1 2 3 4 5 6 7 8 9 10 http://finance.yahoo.com/news/10-most-hated-companies-america-163000649.html
  • 17.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BECAUSE: No other Big Oil company claimed to be anything other than an oil company
  • 18.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 In 2000, BP rebranded themselves From To
  • 19.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 They introduced a new corporate slogan “Beyond Petroleum” which communicated their focus on alternative energy. It was accompanied by a $200 million ad campaign. In addition...
  • 20.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BP’s BRAND VALUATION Resulting in... Between 2000 to 2009 BP made Interbrand’s top 100 global brands list, making it one of the most valuable brands in the world for a decade. http://www.interbrand.com/en/best-global-brands/previous-years/best-global-brands-2009.aspx
  • 21.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “BP has tried to position itself as the greenest... A 2008 study shows that BP tops all other brands in the category” -John Porretto, AP Business Writer http://www.interbrand.com/en/best-global-brands/previous-years/best-global-brands-2009.aspx
  • 22.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 AND THEN THE SPILL HAPPENED...
  • 23.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BP’s Backlash
  • 24.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 The Problem
  • 25.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “One of the biggest embarrassments for BP from the spill was that the company ran a very successful campaign over the past decade to highlight its commitment to environmental concerns. The success of the campaign was dubious as it turned out that BP’s image was the antithesis of what it had projected” -Trefis Team, Forbes http://www.forbes.com/sites/greatspeculations/2012/02/07/bp-goes-for-public-relations-makeover-to-get-beyond-gulf-spill/ The Problem
  • 26.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 The Problem BP has become the embodiment of all that is wrong with the industry and has severely fallen out of favor with the American public.
  • 27.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 But, globally there is a disconnect In a survey on global perception; BP ranked amongst top 5 of environmentally responsible brands http://www.globescan.com/commentary-and-analysis/featured-findings/entry/positive-ratings-of-bp-as-environ- mentally-responsible-suggest-its-rehabilitation-is-underway.html
  • 28.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why the global ranking? DEVELOPING COUNTRIES UNDERDEVELOPED COUNTRIES Political stability Entrance to global market Job creation Developing expertise in industry Nation wide community building Food production Development of education Job creation Basic energy needs (survival) Local community building
  • 29.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why the global ranking? DEVELOPING COUNTRIES UNDERDEVELOPED COUNTRIES Political stability Entrance to global market Job creation Developing expertise in industry Nation wide community building Food production Development of education Job creation Basic energy needs (survival) Local community building
  • 30.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why the global ranking? UNDERDEVELOPED COUNTRIES Political stability Entrance to global market Job creation Developing expertise in industry Nation wide community building Food production Development of education Job creation Basic energy needs (survival) Local community building DEVELOPING COUNTRIES
  • 31.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why The Discrepancy? PERCEPTION IN THE U.S. Americans don’t see how oil provides for this base level of needs. Instead, they experience big oil from two touchpoints: at the pump, and when there is an accident
  • 32.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why focus on the American public? This is where BP’s real problem exists This is the market to ensure future success
  • 33.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 http://www.nytimes.com/2013/04/28/opinion/sunday/the-dark-side-of-ener- gy-independence.html?pagewanted=all&_r=1& How is this manifested? U.S. Energy Independent by 2030 Exporter
  • 34.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 http://www.economist.com/node/2705562 How is this manifested? U.S. Energy Independent by 2030 OPEC Limited Resources Exporter Importer
  • 35.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 How is this manifested? U.S. Energy Independent by 2030 OPEC Limited Resources OPEC ≈25 % BIG OIL http://www.economist.com/blogs/freeexchange/2012/04/oil Global Oil ReservesExporter Importer
  • 36.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 AMERICANS RESENT BIG OIL
  • 37.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 AND TO AMERICANS BP IS THE EPITOME OF ALL THAT IS WRONG WITH THE INDUSTRY
  • 38.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why are we here? We have been asked to address the perception of the BP brand in the USA to ensure future success.
  • 39.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Previously... $20+ billion (Payouts)
  • 40.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 $20+ billion New Communication Strategy Sway Public Perception? + Previously...
  • 41.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 $20 billion New Communication Strategy People Never Forget Oil Spills Sway Public Perception? Previously...
  • 42.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 WHAT DO YOU DO WITH A BRAND THAT HAS FALLEN SO FAR FROM OF GRACE?
  • 43.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Can BP turn itself around?
  • 44.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Case study
  • 45.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Case study
  • 46.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Why does this matter? Suffered a severe setback HIGHLY VALUED BRAND
  • 47.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 HIGHLY VALUED BRAND Suffered a severe setback Brand perception is shaken Why does this matter?
  • 48.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 HIGHLY VALUED BRAND Suffered a severe setback Brand perception is shaken But...used this to reset and built back trust Why does this matter?
  • 49.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 RESULTING In tremendous comeback
  • 50.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 THE GULF SPILL WAS THE WORST ENVIRONMENTAL DISASTER IN U.S. HISTORY
  • 51.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BUT THE TIME IS NOW FOR BP TO MOVE FORWARD
  • 52.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BP is in a unique position for change Divested significantly Increased operational efficiency Flexible business model
  • 53.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BP’s CEO is a champion for change “Sometimes events like this shake you to the core, the foundation, and you have two responses, one is to run away and hide, the other is to respond and really change” - Bob Dudley, ABC News 2010
  • 54.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 SO WE HAVE A BRAND IN A DISADVANTAGED POSITION, BUT WITH A PASSION AND DETERMINATION TO TURN THINGS AROUND... - “Underdog Effect” from Harvard Business School
  • 55.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 WHICH IS A CLASSIC TALE OF AN UNDERDOG
  • 56.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 WHILE AMERICANS RESENT BIG OIL, THEY CAN RELATE TO AN UNDERDOG...
  • 57.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 IN THIS NARRATIVE, THE AUDIENCE NEEDS TO HAVE A EMOTIONAL CONNECTION. WHICH WILL BE CHALLENGING IN THIS CATEGORY.
  • 58.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 A measure of how the brand influences customer demand at the point of purchase.Utilities (1%) Industrial (5%) Pharmaceutical (10%) Retail (12%) Information technology (20%) Food & drinks (50%) Luxury goods (70%) Brand Loyalty
  • 59.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 WHY IS IT THAT THERE IS NO BRAND LOYALTY IN THIS CATEGORY? BECAUSE THERE IS NOTHING TO BE LOYAL TO.
  • 60.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 SO HOW CAN WE CREATE loyalty?
  • 61.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 RESENT ----------------- ADMIRED OBLIGATORY--------PREFERRED VILLAIN ---------------------- HERO REACTIVE ----------- PROACTIVE FACELESS -------- PERSONABLE UNTRUSTWORTHY --- TRUSTED Our Goal
  • 62.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 The spill forced them to be innovative and become an industry leader on clean up They are re-addressing protocols unchanged from the ‘80s BP’s strengths SAFETY
  • 63.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 They have ultra deep water expertise They are the most efficient company in UPSTREAM operations BP’s strengths EXPLORATION
  • 64.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Safety & EXPLORATION BP CAN OWN
  • 65.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 They have ALREADY REDEFINED SAFETY
  • 66.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 They have the ability to redefine exploration!
  • 67.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Repositioning:
  • 68.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Repositioning: BP IS FUELING CHANGE
  • 69.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 How do we become the brand that fuels change in the industry? OUR STRATEGY Phase TWO: Fueling Change Externally (2017) Phase THREE: Fueling Change Industry Wide (2020+) Phase ONE: Fueling Change Internally (2015)
  • 70.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Phase ONE: Fueling Change Internally
  • 71.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Brand Pillars: the guiding principals INTERNAL WORKSHOPS We will unify the team by providing them with a compass, the four pillars that the BP brand will stand on.
  • 72.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Brand Compas: the guiding principals PIONEERING DISCIPLINED COURAGEOUS COMMITTED TO HUMANITY
  • 73.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 We are explorers of this earth. We have literally gone where no one has gone before. When it comes to providing people with their basic needs, no challenge is too intimidating to dissuade us from our mission. PIONEERING DISCIPLINED COURAGEOUS COMMITTED TO HUMANITY Brand Compas: the guiding principals
  • 74.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 We are in a volatile business but we are trained and committed to be as risk adverse as possible. Each one of us personally takes on this pledge to make the industry safer and cleaner. PIONEERING DISCIPLINED COURAGEOUS COMMITTED TO HUMANITY Brand Compas: the guiding principals
  • 75.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 We are poised for significant change and prepared to become the thought leaders of the industry. No matter what the future brings, we will never sit back on our laurels and will always seek new ways to push forward. PIONEERING DISCIPLINED COURAGEOUS COMMITTED TO HUMANITY Brand Compas: the guiding principals
  • 76.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 We are responsible for helping keep the world safe. We do not take this responsibility lightly and plan to shepherd our planet long into the future. PIONEERING DISCIPLINED COURAGEOUS COMMITTED TO HUMANITY Brand Compas: the guiding principals
  • 77.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 BP Think Tank
  • 78.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Innovation inspires change. But what inspires innovation? The think tank is a place where ideas are born to rethink and reestablish industry standards for a better tomorrow. BP Think Tank
  • 79.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Open Letters to America
  • 80.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Phase TWO: Fueling Change Externally
  • 81.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Open Letters to America
  • 82.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Campaign
  • 83.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “Lesson Learned” Campaign “Don’t downplay your mistakes.”
  • 84.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “Dispersant works differently in sea water than clean water.” “Lesson Learned” Campaign
  • 85.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “Decisions in the ocean affect life on the shores.” “Lesson Learned” Campaign
  • 86.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “Preparing for a world where things only go right is extremely dangerous.” “Lesson Learned” Campaign
  • 87.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Transparency at the Pump
  • 88.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Transparency at the Pump
  • 89.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 “Fueling the Future” Program
  • 90.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Phase THREE: Fueling Change Industry Wide
  • 91.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 FUELING CHANGE Conference (Clockwise) The Hot Shots Firefighters MIT Valedictorian 2012 - Christina Curlette MakerBot, WordPress, Blue Bottle Coffee, Typekit, True Ventures, Sphere & About. me Founder - Tony Conrad The Founders of Vice Mag- azine - Suroosh Alvi, Shane Smith, Gavin McInnes Patagonia CEO - Casey Sheahan Nobel Prize in Chemistry 2012 - Robert J. Lefkowitz
  • 92.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Industry Wide Certification
  • 93.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 Industry Wide Certification
  • 94.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 thought leader
  • 95.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 thoughtful leader
  • 96.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 POWERLESS
  • 97.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 HOPELESS
  • 98.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 DISAPPOINTED
  • 99.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 A company that actually learns from its mistakes, offers a heartfelt apology, and humbly asks for forgiveness.
  • 100.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 A company that actually learns from its mistakes, offers a heartfelt apology, and humbly asks for forgiveness. A company that is willing to educate us about our consumption and about their business practices.
  • 101.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 A company that actually learns from its mistakes, offers a heartfelt apology, and humbly asks for forgiveness. A company that is willing to educate us about our consumption and about their business practices. A company that we know is inspiring stricter, more consistent, more responsible measures for the entire industry.
  • 102.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 A company that actually learns from its mistakes, offers a heartfelt apology, and humbly asks for forgiveness. A company that is willing to educate us about our consumption and about their business practices. A company that we know is inspiring stricter, more consistent, more responsible measures for the entire industry. A company that does everything in its power to give us hope for the future.
  • 103.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 THIS COMPANY IS BP
  • 104.
    SVA. MPS BRANDING.THESIS PRESENTATION: CLASS OF 2013 BRITISH PETROLEUM July 23, 2013 The FUTURE begins today thank you