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When it comes to authentic branding, perhaps that earlier oil-spill icon, ExxonMobil, can teach BP a lesson. While the news this summer was focused on BP's massive spill, the Mickelson ExxonMobil Teachers Academy completed its fifth year of what the Wall Street Journal's William McGurn called "summer camp for science teachers."

Teachers from third through fifth grades came to the Liberty Science Center in Jersey City, NJ to learn how to become better teachers of math and science. About 2,600 teachers have attended the academy since 2005. Golfer Phil Mickelson is more than a celebrity name behind the project. According to McGurn, Mickelson has had a lifelong passion for math and science and even uses his understanding of vectors and probabilities to the advantage of his golf game.

McGurn has this to say about the future value of the academy:

Though there are few metrics about results, some outside research suggests that the training they receive is leading to increased use and frequency of math and science in the classrooms of academy alumni. Mr. Mickelson says it's a 15- to 20-year bet.

"It's hard to teach a subject when you don't feel good about it or lack confidence," [Mickelson] says. "We bring teachers on an all-expenses-paid trip… give them good instructors… treat them like professionals… by getting them excited about teaching science, we'll have more American kids excited about studying math and science."

Though 21 years have passed since the Exxon Valdez spilled its oil in Alaska, it is safe to assume that this event is known far more widely than these math and science sessions. But consider the cumulative effect of 2,600 grade school teachers changing the life direction of countless students. Consider the children who have (and will in the future) become excited about math and science because a teacher attended this program. Consider what it means to our communities and our companies when our youth become proficient in math and science, even if they never pursue a career as an engineer or scientist.

The Mickelson academy for grade school teachers is one of eight math and science programs listed on the ExxonMobil website. In terms of public good, which do you think will pay the greater reward? BP's declaration of green energy or ExxonMobil's energizing commitment to making math and science accessible to more children?

I'm guessing technology knowledge is the bigger issue for companies in the long run. People who don't understand what you do, or how you do it, can't appreciate the extraordinary efforts you take to make the stuff they consume.

Don Dunnington
Blog Moderator

BP's oil-slicked black eye is an environmental disaster spawning a public relations nightmare that could further undercut public appreciation for how industries contribute to the public good.

As BP demonstrated, smiley-face PR doesn't work in the long run. They are reported to have spent $200 million just in the first two years of their "Beyond Petroleum" campaign launched in 2000. Their new green logo, together with a concerted advertising and PR campaign, was aimed at transforming their public persona from oil producer (British Petroleum) to lovable provider of green energy.

The campaign won awards from the advertising industry, but even before their infamous oil slick, the company wasn't buying much love in certain sectors. Long before the mega-spill they were mocked by the public chorus for "greenwashing." A January 14, 2008 Ad Age article (BP: Coloring Public Opinion?) noted, "The ongoing campaign raises the question of whether advertising -- as much as action -- can change public perception of a corporation like BP, which is engaged in the often dirty business of finding and producing energy."

Post-spill, the BP name (and logo) have lost whatever green sheen their $200 million down payment might have bought them. Maybe in the long run BP did industry leaders a favor in teaching that industries, like people, can't buy love.

In BP's "Beyond Petroleum" Branding Strategy Became an Epic Failure (June 2, 2010) Jim Gregory wrote, "Branding is all about creating alignment of your company's business processes with its corporate culture. British Petroleum (BP) provides a case in point of a brand that got way out front of its business process and culture to produce tremendous exposure to risk."

Gregory is founder and CEO of CoreBrand, a global brand strategy and communications firm based in Stamford, Connecticut.  The risk he cites might be termed the risk of the inauthentic brand. Bloggers warned long ago that you have to be committed to establishing an authentic voice in your online communication. For corporations that commitment needs to be backed by an authentic brand. As Gregory concludes, "Understanding one's brand in relation to its business and culture is critical for allocating budgets properly. More importantly, it should be a way of life for the management of any corporation."

How do you think industry can best portray itself in an environment ranging from indifferent to uninformed to hostile when it comes to anything industrial? If your company or industry has a success story to tell, send an email to don@porwderandbulk.com. We'll share your story here.

--About the art: the artistic take on the BP logo is by "mconner74" and is one of 1,231 entries submitted to a logo contest on LogoMyWay.com.

Don Dunnington
Blog Moderator