• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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BP’s Leaking Brand Problem

Straight from BP’s website: “…a revitalized BP is driving innovative, efficient and responsible operations.”

BP’s situation in the Gulf of Mexico as it fights leaks from a well that was damaged when a rig exploded will continue to get worse – even if the environmental damage is not as severe as predicted.

BP represents “big oil,” an industry that has maintained historically high profits even as the economy has slowed. Much like Goldman Sachs, BP will appear before Senate committees and be held up as the poster child of what is wrong with big oil.

BP’s initial lack of responsiveness and still lethargic approach to this potential environmental disaster plays exactly opposite of the image (I dare not say brand) that BP was trying to portray. This accident and its subsequent response is not the action of a “responsible operator,” rather it exposes BP face without its makeup on.

BP has a very serious problem that goes beyond its current problem and its unqualified PR disaster. It is another example of a company saying they have a “brand,” but when push comes to shove, failing to act like one. Brand is more than a simple marketing campaign or fancy visual identity. Brand, when it is executed properly, drives everything a company does, at every step, regardless of the cost or the conditions.

It is in an event like this where a company’s brand should epitomize its actions. Too bad for BP this unfortunate spill flies in their brand’s face. BP has got some serious damage control ahead of them, and it is just not in fixing their leaking well.

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