Another brand that isn’t quite working

Pensacola isn’t the only one trying to figure out what to do with bad brand. BP launched its new brand back in July 2000 with a high-profile, $200 million public relations ad campaign designed by Ogilvy & Mather to position the company as environmentally-friendly. The company introduced a new slogan, “Beyond Petroleum,” and changed its 70 year-old logo to a new, cheerful green and yellow sunburst.

Another CEO Hayward – Tony Hayward – did his best to push the brand created by his predecessor John Browne –who was nicknamed the “Sun King.” It got nowhere.

Now BP has officially dumped solar energy from its portfolio. Read Yahoo article.