Experts can discuss BP’s brand, future

The BP oil spill in the Gulf of Mexico is an environmental disaster — worse than the 1989 Exxon Valdez — but does it spell doom for BP?

The University of Wisconsin–Madison has a number of experts who can discuss the implications of the spill and clean-up efforts for the corporation and how the event could affect the oil company’s brand.

• Tom Eggert, co-director, business, environment and social responsibility program; director, Wisconsin Sustainable Business Council; (608) 267-2761, teggert@bus.wisc.edu. Eggert is an expert on sustainability, corporate responsibility and environmental leadership programs and can talk about the sustainability aspects of the oil spill.
• Deborah Mitchell, faculty associate, Wisconsin School of Business; (608) 262-3409, dmitchell@bus.wisc.edu. Mitchell is executive fellow with the Center for Brand and Product Management in the Wisconsin School of Business and is an expert on branding, consumer psychology and consumer behavior. She can discuss whether BP can recover and rebuild its brand.
• Thomas O’Guinn, executive director, Center for Product and Brand Management; (608) 265-2485, toguinn@bus.wisc.edu. O’Guinn can discuss how most branding by energy companies is for investors, regulators, and general public acceptance and how boycotts at the retail/gas station level will be ineffective and only hurt local retailers who don’t set drilling policies.