Marketing communication: principles and practice

I D E N T I T Y
,
I M A G E
,
A N D R E P U T A T I O N
209
CASE STUDY 10
ENGAGING STAKEHOLDERS: THE SHELL
INTERNATIONAL CORPORATE IDENTITY PROGRAMME
a
Objectives
The objectives of the Royal Dutch/Shell Group of companies are to engage efficiently,
responsibly and profitably in the oil, gas, chemicals and other selected businesses and
participate in the research for and development of other sources of energy. Shell companies
are committed to contributing to sustainable development.
The Corporate Identity Programme was conceived to communicate Shell’s commitment
to these objectives to Shell’s stakeholder groups and, thereby, to earn increased licence to
operate through altering any negative stakeholder perceptions of the way that Shell – and
other multinationals – go about their business.
Strategy
After some highly visible environment and human rights based issues in the 1990s, Shell
conducted research in more than sixty countries among opinion formers and members of
the general public. Results indicated alongside 50 per cent positive associations with Shell,
a minority (10 per cent) of negative opinions and a further 40 per cent ambivalence towards
the company. Furthermore, on a number of issues, stakeholders were increasingly unwilling
to accept Shell’s assurances of best practice because of perceived aloofness, indifference,

---

WHAT DO YOU THINK?
1 In 1997 British Airways famously changed the livery of their aircraft with 50 new
designs portraying the airline as British and modern, rooted in their UK heritage
but at home wherever they travel. What impact, do you think, this design
intervention might have had on the marketing relationships of the corporation?
2 In 2000 BP announced a change of logo style for all their petrol stations. Speculate,