Shell's response and brand management during industry crises

Abstract

In today's complex operating environment, a company's reputation is paramount. The digitally driven marketing landscape puts business under scrutiny in real time, but if companies can clearly convey their mission and values — and a purpose that extends beyond growing their own balance sheets — the digital world offers fresh opportunities to engage with the public in innovative ways. Sometimes that requires a company to take a risk when conveying its vision and values to stakeholders. Shell explored this challenge of building brand reputation in the months following the Deepwater Horizon disaster, seizing an opportunity to lead the conversation on sustainable energy. The bold communication campaign helped Shell solidify its engagement strategy, reach new audiences and build trust among its stakeholders.