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Companies are energy strategy and brand marketing as oil and water?

Periodically, an oil company is experiencing an environmental catastrophe of disastrous proportions. As demonstrated by the oil spill in the Gulf in recent years, the Exxon Valdez spill and a host of other eco-catastrophe, these tragic events are an occupational hazard of the energy industry. In theory there should be no surprise – like the earthquake in California could be a shock. Of course, a fairly large earthquake in Los Angeles will generate news coverage of the country. The issue of a marketing point of view the brand is simple: there is nothing that oil companies can do, given the likelihood of an oil spill?

To answer this question, is useful for storing and searching consumers in the industry. When it comes to consumers, oil companies have an advantage over, for example, a company perfumes. Is that companies Oil provides a necessity. Everyone needs oil, perfume is a luxury.

From the perspective of branding and marketing this advantage has a negative connotation. Oil companies are very large and very profitable – even when the economy is in the proverbial toilet. Deep recession 2009, when almost everyone is suffering financially, oil companies made billions of dollars in profits. A 2006 study manipulation gas prices FTC found that the record increase in gasoline prices are not "primarily due to higher costs." It seems that oil companies continue to benefit from their financial possibilities, regardless of the wishes of consumers. These companies are often seen as a monopoly, prices greedy predator Goliath predators. In a 2008 Harris survey of 20 major industries, only the snuff industry were rated lower than the oil companies on the subject the good or bad a job they do to the needs of consumers.

You could say, from the perspective of brand strategy, energy companies and have started on the wrong foot. After all, what's for the love of an oil company? Do you trust them? Do you have any affinity with any oil company? Do they do anything for you as a person? They make you feel good about something? This makes it more difficult for an oil company to carry out tactics, branding and marketing to prepare for the worst. The energy industry has ranked among the industries most PR and branding. We all know that the nightmare Exxon Valdez in 1989, which was widely considered the worst public relations fiasco for the company of all time. But what the industry has to counter its image since then?

One could argue that progress has been really positive. Take the oil spill in the Gulf today. BP has a real disaster on their hands and Exxon have clearly learned from public relations disaster. The CEO of Exxon was not found until six days after the Valdez disaster. When he finally revealed was only for a press conference to deny any responsibility to disclose plans to clean up the mess. He also blamed the media for turning the download a big problem. His refusal to give media interviews and a total lack of repentance said one of the worst mistakes of public relations history. Transmitted an "ivory tower-like" tone of arrogance. To its credit, the CEO of BP, Tony Hayward, has learned from his mistakes and PR Exxon was in the air and take full financial responsibility for cleaning spills.

As for the marketing strategy of the brand is concerned, is fair to say that oil companies have increased their efforts to convey a positive image to consumers. Shell focuses on technologies and peak product performance enhancements, including sponsorship, such as eco-marathon, Exxon Mobil has been supporting science education, and BP and others have focused on "Green" strategy. Unfortunately for BP, the position is difficult to maintain, given the Gulf oil spill.

Even with more effort, not pretend that the problem went away (as if this were an easy thing to do at this point in time). The job of marketing and branding of the oil companies is far from over. Oil companies and energy must develop a sincere, long-term strategy to build brands that connect with consumers on an intellectual and emotional. In short, the need to develop a plan to evoke positive feelings from consumers.

A good way to improve their brands to become good corporate citizens. Oil companies make huge profits, so why return? A study by the Advancement Committee of the Industry Board shows that the median total energy Give as a percentage of revenues (0.05%) is the lowest of any other major industry! [For reference, business provide health services 0.6%, or 12 times the energy companies.] Once again, oil companies do not understand the concept of brand.

Throughout case, the oil spill in the Gulf BP is present in competition with the opportunity to strengthen its brand marketing strategy to capitalize on the public's desire to improve security measures perforation and treatment. Competitors must outline the measures being taken to prevent the next ecological disaster higher.

About the Author

Doug J. McIntyre is the founder and CEO of Cult Marketing – a brand marketing company. An authority in his field, Doug has been quoted in the Wall Street Journal and his creative ideas have been featured on TV broadcasts. Learn more at cultmarketing.com.

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