The rebranding challenge: It’s hard than it looks, especially if nothing changes beyond the brand
John Cassidy has a very interesting column in the New Yorker. From it:
. . . A successful rebranding campaign must have two elements. It must be surprising enough to attract people’s attention and make them think again about a company or product. And it must be credible. Back in 2000, British Petroleum, with the help of the advertising agency Ogilvy & Mather, launched a new public-relations campaign under the slogan “Beyond Petroleum.” The company ballyhooed its investments in clean energy and changed its logo to an environmentally friendly green and yellow sunburst.
This exercise never passed the credibility test. In 2005, a BP-owned refinery in Texas blew up, killing twenty-five people; in 2006, a pipeline owned by BP failed in Prudhoe Bay, Alaska, spilling hundreds of thousands of gallons of crude; and, in 2010, the BP-owned Deepwater Horizon rig blew up in the Gulf of Mexico, resulting in a huge oil spill that threatened the entire Gulf Coast. Six years later, BP is still struggling to recover from a huge hit to its finances and reputation.
The “Beyond Petroleum” fiasco proved that you can’t deny who you are. Trump is Trump. There isn’t much point trying to market him as a kind and cuddly figure: nobody would believe it. But that doesn’t mean . . .