Reputation in Oil, Gas and Mining 2014: Why does brand matter for extractive industries?

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Ian Louden, head of brand at ArcelorMittal, explores the relationship between brand and reputation. He suggests that now, more than ever, the brand that matters is the one that lives in the heads of stakeholders, not the one that the CEO or brand manager dreams of having. Today, what stakeholders think about companies, in both their minds and hearts, can make the difference between advocacy and preference or opposition and rejection. Great brands – the kind for which stakeholders give the benefit of the doubt when a crisis comes – are earned as a consequence of the company’s actions and behaviours.

Transcript of Reputation in Oil, Gas and Mining 2014: Why does brand matter for extractive industries?

Optimising our extractive industry brands

Ian Louden, Head of Brand, Worldwide

June 2014

Brand development process

• Research

• Brand strategy

• Creative

• Implementation

Brand development process

• Research

• Brand strategy

• Creative

• Implementation

Brands are earned,

not made.

License to operate.

Copyright © ArcelorMittal 13/06/2014 APCO Insight 8

Copyright © ArcelorMittal 13/06/2014 APCO Insight 10

Thank you

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