Case Study: BP achieves stronger global brand consistency with Minale Tattersfield

BP streamlines 24,000-site brand control with Minale Tattersfield

The customer BP faced the challenge of managing brand consistency across its vast global network of over 24,000 retail sites, which included a mix of dealers, company-owned sites, and licensed operators. To compel this network to adhere to the same brand standards, vendor Minale Tattersfield helped create a new brand implementation tool comprising an up-to-date online brand guidelines document.

Minale Tattersfield populated this system with market-specific imagery and a full set of working drawings in local languages, including over 100 pages of pump graphic applications. The solution helped BP optimize the effectiveness of its campaigns, gain customer trust, sell more premium product, and maximize investments like its sponsorship of the London 2012 Olympic games. This brought the entire network under tighter control, delivering time and cost efficiencies while opening up new opportunities to add value.

BP