Managing brands in the oil industry: the case for demerger

Paddy Briggs
BrandAware

Experienced marketers know that there are often tensions in companies between those in the factories who produce, and those in the marketplace who sell. But in the best customer-driven companies these tensions are usually resolved by managers making a judgement about what is in the best long-term interest of the brand, and therefore of the consumer. All the world's great brands do, of course, have to source or produce their products and services – but the manufacturing process is always subservient to the market and must always deliver products that the consumer wants to buy at a price that they can afford. The world's great brands have reached their prominence by having a customer-obsessive mindset throughout their organisations – and especially at the top.

MARKETING DRIVES PRODUCTION ... BUT NOT IN THE OIL INDUSTRY