Watching the World: Brand names, Shell games

During the Q&A session that followed Royal Dutch/Shell's announcement recently in London of record half-yearly results, Mark Moody-Stuart, chairman of the Anglo-Dutch group's Committee of Managing Directors (CMD), was asked to comment on the risks inherent in recasting a corporate brand. He would not be drawn.Fellow Shell CMD committee member Paul Skinner feigned to field the question before retreating behind the declaration that "changing one's brand does not enter into the immediate equation" when that brand has the "power" of a giant gold-and-red shell.Such a statement sounds like pro forma business-speak, although Shell has its own numbers to bear out its belief in the pub...

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