Brand engagement makes business sense
BP is one of the world’s largest energy companies, providing its customers with fuel, energy for heat and light, retail services and petrochemicals products. www.bp.com
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The Challenge
Post major acquisitions, BP re-branded in 2000 and launched the Helios Awards to engage employees. Cynics in senior and middle management, questioned the value of the annual investment.
Our Response
There was an underlying belief that the programme delivered on the ‘soft factors’. Through a Benefit Identification workshop we demonstrated that there was a business case.
Results
There was a ROI in excess of 500% through:
- Acceleration of technology adoption
- Reduction in cost of doing business (due to reputation enhancement)
