Fast Company

BP Gas Station Owners Take Our Advice, Consider Rebranding as Amoco

The Gulf oil disaster has obliterated the BP brand name. It's a deserved problem for the company, but what of all the BP gas station owners now faced with a tarnished reputation and declining sales? BP has tried sending them signage to encourage customers not to punish local owners for their mistake, but that mostly fell flat. Our own Jamey Boiter suggested last month that BP change its name back to Amoco. The company bought Amoco in the 1990s, but the name has remained dormant since. But according to the Associated Press, some BP gas station owners are considering a name switch.

In his FastCompany.com piece on BP rebranding, Boiter suggests:

Bring back the Amoco name. You purchased the brand some years ago, and ultimately shuttered it. It may be ready for a new look and a comeback. Perhaps this change could start an entire design thinking process that really looks at what a new global energy company would/should look like. And especially how it would/should act. Who knows where that kind of thinking might take us. Somewhere positive, I hope.

Granted, BP isn't considering a rebranding back to the Amoco name. But station owners, who in many cases have few to no ties to BP (besides a gas contract), have been tossing around the idea. And apparently, the idea may be brought up at the station owners' annual convention with BP bigwigs this fall.

Nothing is finalized yet, but we hope that BP executives at least consider the request. After all, why should nearly-independent station owners suffer because of the incompetency of BP?

Ariel Schwartz can be reached on Twitter or by email.

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2 Comments

  • Annie Mueller

    Nothing to hate more than the way small businesses get the backlash from big mistakes by big companies. This makes me remember to look for bp gas stations to use. Not to help the big boys, but like you said Ariel, it's the independent dealers getting hurt by this. Guilt by association.

  • Jamey Boiter

    ariel, good catch. thanks for posting. while changing your name to hide from the truth would never be a recommendation, having a name and brand change be a reflection of real change and new-found truth could be an outward sign to the public of a company changing it's ways forever. there have been so many victims of this tragedy. the independent dealers and distributors are just the latest. as consumers we want to punish bp, but punishing the independent franchises just hurts more innocent. let's hope mr. dudley, a 20 year amoco veteran, can bring fresh thinking, perhaps design thinking, real change and new truth, to a sad, sad tale. jamey boiter