GLOBAL 2016: Brand importance should rise in shift to wider energy role
The majors recognize that the international climate change agreements that we now have in place have essentially identified a future that will ultimately not be powered by carbon-based fuels. Therefore, they need to reinvent themselves, but also shape the transition. Beginning a narrative about what that future is going to look like helps them shape that transition and change their businesses. Brand is part of that change. Energy and oil and gas, are relatively low consideration categories for consumers, but as this transition happens I expect that brand will have a bigger bearing on company valuation.