Marathon Oil Corporation completed the spinoff of its large oil refining, marketing and transportation business as a separate entity (now Marathon Petroleum Corporation). With this change, Marathon Oil Corporation became an independent, international exploration and production (upstream) company.
The upstream operation retained the Marathon Oil Corporation name and, due to the retail nature of the downstream company, Marathon Petroleum retained the company’s logo and existing brand identity. This created an opportunity to reinvigorate and reposition the new Marathon Oil.
The BrandExtract Solution: Members of BrandExtract had worked with Marathon for more than 10 years managing its online brand and had already developed two generations of Marathon’s website. This made us a natural fit to not only produce the company’s new website, but to assist with developing its new brand.
Strategically and legally, it was necessary to develop a new brand. The rebranding process began by working with Marathon Oil’s investor relations and public affairs group and senior leadership to define the Company’s new vision and then engage its employees in the conversation. Surveys were distributed to all Marathon Oil employees. Click here to read more…