On May 25th, Steve Croxson was a presenter in a Gulf Research conference titled Marketing in the Oilfield: Brand Strategies for Acquisitive Companies. Based on recent findings of the global “Oilfield Brand Equity Study,” the conference explored leading edge methodologies employed by acquisition-oriented companies in the oil and gas sector.

Steve's presentation was titled “Brand Identity: Turning Strategy into Reality” and addressed the role of design in developing brand architecture - whether it’s "refurbishment" of an existing logo or the launch of a new name and identity, a coordinated branding process adds value to marketing efforts, now and in the future. By implementing a logical framework to guide branding decisions, companies can avoid the emotional battles and “shooting from the hip” that often arise when a proper branding architecture is not in place. A brand identity structure should also be decided in the context of how it reinforces or parallels both the corporate and the individual product/service business strategies. Case studies were presented which highlighted branding programs we have developed for Dresser Industries, Weatherford International and Schlumberger.

Please call Steve at 713.668.6002 if you'd like more information about his presentation or other topics at the conference.