Marketing Big Oil: Brand Lessons from the Worlds Largest Companies [Hardcover]

Marketing Big Oil begins with an historical perspective looking at how Big Oil came to be and then analyzes the marketing and corporate branding programs of these oil titans to demonstrate what does and doesn't work, showing us how even the largest companies sometimes fail to get their message across.PART I: FROM STANDARD OIL TO BIG OIL 1. Big Oil and the Love-Hate Relationship 2. The Oil Refining Era: 1863  1869 3. The Standard Oil Empire Reigns Supreme: 1870  1900 4. The End of One Oil Empire and the Beginning of Another:1905  1911 5. The Arrogant and Aloof Oil Company PART II: MANAGING THE BRAND CRISIS 6. How BP Destroyed a Corporate Brand 7. The Exxon Valdez: A Failure in Brand Crisis Leadership 8. Shell versus Greenpeace and Brent Spar 9. The Tarnished BP Brand: From Texas City to Price Fixing 10. Chevron vs. Ecuador: How a Strong Brand Defends Itself 11. A 'Shell' Game for Investors PART III: MARKETING STRATEGIES AND BRAND BUILDING 12. Marketing and Advertising Innovation at Mobil Oil 13. The Brand Disconnect Between BP and 'Beyond Petroleum' 14. Chevron and the Evolution of Human Energy 15. Brand Building at Shell Oil PART IV: BIG OIL AND THE ERA OF CONSUMER ENGAGEMENT 16. Building Loyalty: Improving the Retail Fueling Experience 17. Communicating With the Masses: Big Oil and Social Media PART V: CONCLUDING REMARKS

With Robinson's background in oil, and his extensive travels around the world, this book offers a balanced view of an industry which has traditionally focused on engineering obstacles and price gyrations rather than endearing themselves to the consumer. Some recent catastrophic events have shown the importance of a strong corporate brand and good PR, and Robinson's analysis connects decades of events into a common thread. I wonder why no one thought of such an interesting subject before? - Christopher G. Nicholson, Founder, Deloitte Global Energy and Resources

This book is exhaustively researched and lăg