What Happens When the Brands We Work for Disappoint Us?
(AdAge) — Back in 2001, soon after British Petroleum completed the purchase of Amoco, it decided to rename the company, simply, BP. Along with this name change, it sought to rebrand itself as a concerned global energy company. It adopted a lovely new blooming flower logo, along with the tagline “Beyond Petroleum,” which it (kind of) still uses today.
