The story of Shell

Paddy Briggs

The speed of the decline in the reputation of Shell, once one of the world’s most respected brands, seems to the outside world to have been as fast as it has been shocking.

Corporate brands
Corporate social responsibility
Strategy

The Story Of Shell

How a great brand fell from grace

Paddy Briggs BrandAware

In his seminal book on brand and design, Corporate Identity (published in 1989), Wally Olins describes three different forms of corporate structure: the 'endorsed', in which...

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