Mark Ritson – Brand Reputation

Mark Ritson: BP escapes impact on brand reputation

Mark Ritson

Just over a year ago I wrote a column that predicted the imminent demise of the BP brand. I pointed out that when a brand is positioned around associations like ’green’ and ’integrity’ and then commits the worst oil spill in modern times as a result of negligence and systemic mismanagement, the game is up. […]

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