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  1. Sep 2014
    1. Admittedly Chevron does attempt, in the US, to carve out a brand image for itself, but the brand is largely based on a promise of quality rather than an arbitrary emotional or lifestyle association. The argument I'm making is that, if inception actually works, then we would expect to see a lot more of it in the (rather large) market for gas stations.

      And to strengthen the author's point, I think Chevron has ramped up it's branding not as an attempt to distinguish itself from other brands but to repair the damage its brand has incurred as the result of environmental activists raising awareness of its ecological and social injustices.