Advice to BP: Forget Your Brand Image and Concentrate on Your Brand's Soul

The articles and blogs are flying in my world about what BP needs to do to fix their image in the shadow of this catastrophic disaster in the Gulf. Marketers and social media specialists are all gladly suggesting how to fix the Big Problem. But frankly, I'm not really concerned with BP's brand image right now. I'm more concerned with their brand soul.

We all remember the Exxon Valdez accident, and the damage it caused, not only to the Alaskan shoreline but also to the brand for many years...