In recent years we have seen numerous companies suffer reputation and brand damage as a result of actions or inactions by company executives and employees. For example, in 2015, the top 10 brand scandals according to Inc. online involved a wide variety of companies and personalities including Amazon, Bill Cosby, Comcast, The Duggars, FIFA, McDonald’s, Nestle, Turing Pharmaceuticals, VW, and Yum.1
Recently, BP has been running television commercials featuring “safety” and BP’s “Commitment to the Gulf” during national prime-time evening news. An Internet search revealed that BP has a series of likeminded commercials.2 All of the commercials come across as enhancing BP’s safety and community relations image. None of them involve selling a product other than projecting a “touchy-feely” message toward BP.