“The brand reputations of oil giants BP and Shell are frequently haunted by past controversies. For BP, it's the 2010 oil spill caused when the Deepwater Horizon drilling rig exploded in the Gulf of Mexico. For Shell, it's concern over its recently defeated Arctic drilling initiatives. Both companies struggle to pump up their respective brands' reputations—no easy feat in a digital world where consumers have fast access to information and social forums to post their discontent” (Dupre, 2012).
Dupre, Elyse (Dec.1, 2012). Oil giants try to stay slick while containing the spillage of negative perception. Direct Marketing News. Retrieved from < http://www.dmnews.com/oil-giants-try-to-stay-slick-while-containing-the-spillage-of-negative-perception/article/270033/>.
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