Jonathan Li's Blog

After the tragic events of April 20, 2010, “Beyond Petroleum” had to undergo a number of changes to ensure a positive image, as this event has directly affected its productivity and reputation thereafter. With a world renowned name, BP’s reputation is at stake as critics and writers advocate a BP boycott on Facebook and local newspapers.

Complementary to their smeared name comes the responsibility of cleaning up and setting a positive image as their, once friendly green Helios logo, is now scarred. Their reputation of being the biggest oil producers may be their biggest downfall as their brand is so closely linked to their product, oil. Through my “Comm 101” course we recognize the importance of branding and its counterpart, the product. In this situation, Chris MacDonald, quoted that “I know you’re mad. I am too. But a boycott won’t accomplish any of the things you’re trying to accomplish. And its unethical.” His conclusion and alternative resulted in the reduced reliance on fossil fuels. Reflecting on this, we can learn the importance of how branding has a permanent role within a company’s image and how others view it. Other productive option could include the enforcement of stricter oil regulations.