Wednesday, April 14, 2004
bp
BP is another of the applications of the "New Look, Same Great Taste" rule.
I had this on the brain tonight as I drove past the local BP filling station, where a banner proclaimed they still had Amoco gas at that gas station. Now this is an application of the "New Look, Same Great Taste" rule I fully understand--BP owns Amoco, and has been phasing out the Amoco name. They want to retain loyal Amoco customers, so they should let them know their favorite gas station hasn't been eaten by some mysterious acronymed entity.
A couple asides about BP: 1. Nevermind the aforementionted mysterious acronymed entity, British Petroleum, has owned Amoco since 1998; 2. Also nevermind how the corporate slogan, "beyond petroleum," cleverly hides the company's "British" identity from the eyes of the average American consumer. That's a smart move on their part, because I think even today there are plenty of Americans who may even avoid a company that was blatantly foreign.
(You can also check out a rather lengthy and rather opinionated thesis about the BP-Amoco corporate acquisition and the new marketing pitch).
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