Oil Investment Returns

• Updates 4

At the turn of the century change was in the air, in the form of carbon pollution. The company name sounded like a problem for the environment and didn't sit so well with the company's aspirations. They wanted to keep the BP initials considering the many years of brand marketing. In 2001 a bright idea to change the meaning to Beyond Petroleum was made public together with a new and very attractive green leafy logo.

Money talks and renewables are stiil not making enough financial sense for most investors. BP is underperforming compared to it's competitors and shareholders want a change of direction. Back to oil and gas, where the money is. In a do or die response BP has announced a major scaling back of their renewable energy technological developments, transferring focus to their original oil business.

The company may wish to consider renaming yet again, perhaps "Back to Petroleum" might better suit their current activities?

Updates :-

• Aba Selassie
  BP paid a fortune for the Beyond Petroleum rebrand. To be fair they are still working on renewable technology in a big way, but as a percentage of their overall investment spend, there is going to be a radical change in direction.
• Amanda Duarte
  More a fundamental reset than just a change or direction. The worss of chief executive
• Mike Oday
  Greens are not happy and will cause the usual fuss.
• Helena Montgomery
  The 2001 rebrand had as much to do with a difficult safety record as much as environmental aspirations.

More on this story at >> BBC

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