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.

1. SVA. MPS BRANDING
THESIS PRESENTATION: 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