BP
September 19, 2025
On the topic of brand purpose, let’s take BP for example – British Petroleum was reframed to stand for a purpose: “Beyond Petroleum”.
Along with BP’s new purpose came a new set of values, and just as the purpose was part of the emperor’s new clothes, so were the values.
After a catastrophic event leading to the largest oil spill in the ocean ever recorded, a BP employee said that “the values are real, but they haven’t been aligned with our business practices in the field.”
So, where did BP go wrong?