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Chevron and the Evolution of Human Energy

In: Marketing Big Oil: Brand Lessons from the World’s Largest Companies

Author

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  • Mark L. Robinson

    (LLC)

Abstract

The 1970s was not a good decade for an oil company. The Arab Oil Embargo of 1973–1974 and the Iranian political turmoil in 1979 led to both shortages of gasoline and high oil and gasoline prices. Both events cast oil companies with a highly negative brand image in the eyes of consumers. In an effort to improve its image with customers, the Standard Oil Company of California (Standard/Chevron) undertook several rigorous corporate image advertising and research studies, beginning in the 1970s and today, culminating with “Human Energy” campaign and the adoption of the “We Agree” tagline.

Suggested Citation

  • Mark L. Robinson, 2014. "Chevron and the Evolution of Human Energy," Palgrave Macmillan Books, in: Marketing Big Oil: Brand Lessons from the World’s Largest Companies, chapter 14, pages 107-117, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-38807-0_15
    DOI: 10.1057/9781137388070_15
    as

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