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goblok comments on the Shell branding in New Zealand article by former Shell exec Paddy Briggs

Shell Station New Zealand image by Paddy Briggs

1. April 7th, 2008 06:35
‘goblok’ comments on the Shell branding in New Zealand article by former Shell exec Paddy Briggs

Article by former Royal Dutch Shell exec Paddy Briggs: Shell’s Brand shame

Paddy

Did you also notice the L&P bottle on the outskirts of Paeroa – a real historical monument to NZ’s world famous drink Lemon & Paeroa. The bottles you buy in the local dairy look nothing like this one!

Perhaps you also notice some interesting old cars on the road filling up at this old Shell station … Ford Cortina Mark 1/2 and Zephyrs not to mention the venerable Aussie Holden 202 cubic inch!

Perhaps a miss by Shell Marketing as I must say in the urban centres like Auckland, Hamilton, Tauranga which I frequent look similar to most other Shell Stations in the world – ie. the latest brand image …

These hick towns like Paeroa are perhaps museums for the tourists??!! It also has an old mine halfway to a nearby small town called Waihi and a lot of pioneering memories … aahhh nostalgia …

Cheers and enjoy touring my homeland – remember the World Cup is ours in 2011! Go the All Blacks! :-) goblok

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1 Comment on “goblok comments on the Shell branding in New Zealand article by former Shell exec Paddy Briggs”

  1. #1 David
    on Apr 7th, 2008 at 08:46

    Dear Sir, I have no doubt that Mr. Briggs is right re Branding etc. As a veteran oil executive working for another major but not Shell, I must admit that I address first the matter of the bottom line and the return to investors. Like with every major oil company, the E&P division is the main contributor for both, sometimes to the tune of 70 to 80 percent. Downstream operations, albeit lucrative, are only contributors to the tune of 20 maybe 30 percent of revenues. Branding is probably no more than a fraction in terms of adding to said bottom line in the big picture. By all means, have a go at Shell if you think they are doing wrong (I personally think you exaggerate the negatives and deliberately neutral on the positives but that is a personal view) but you are giving the Branding issue more prominence than it merits. David

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