From "Top Kill" to "Dead Man's Switch": What BP's Oil Spill Lexicon Reveals About Its Brand

After the devastating Gulf oil spill, I wrote a few weeks ago about BP needing to look after their brand's soul and not
worry too much about their brand image. But the longer this tragedy goes
on, the more I wonder if this company ever had a soul. In the latest news, as BP scrambles to stop the leak, the misguided brand is drowning in poor word choices that are making its failing efforts feel even worse.

Strategies to stop the leak are named "Top Kill," "Top Hat," "Hot Tap," "Junk Shot....