I wanted to use the blog post to thank both the Marathon Oil and BrandExtract teams for an outstanding brand launch. Over the last six months we’ve been working with the executive, public relations and creative services team within Marathon to help them define their new brand. Internally at BE our team has worked countless hours to develop brand strategy, create the identity and develop the online experience for Marathon Oil, it’s been a great partnership and the outcome has been a great success.
Over the past six months the brand team engaged employees to understand their thoughts on the brand, engaged leadership to understand their vision for the brand and studied industry peers to see what positions those brands were claiming in the marketplace. The outcome – Harnessing a wave of Energy – was rolled out to employees and the public yesterday, June 30, 2011. The executive team did a great job of communicating their vision for the company and the brand to employees, shareholders and the market as the company split its upstream and downstream operations.
The Right Process
Being involved from the beginning, it was amazing to watch the team engage all stakeholders of a multinational energy corporation efficiently, effectively and personally. Gathering this input at the beginning of the process helped the team effectively create the right brand identity and experience while including as many people in the process as possible. There were a great number of risks in the process but the team pulled it off with few, if any, missteps.
I’d like to congratulate both Marathon Oil and Marathon Petroleum Corporation for their efforts in creating what should be two great companies. The both share a history of successful results and values that include focus, innovation, corporate citizenship, global reach and energetic action and it will be interesting to support both brands as they move forward on their individual paths.
Logo Launch Video
Greg Weir, Bo Bothe and Guy Parker prepare for the brand launch