Brand Fatigue Hinders AAPG Sustainability

摘要

What is "brand"? The London-based Design Council notes that: "Brand is a set of associations that a person (or a group of people) makes with a company, product, service, individual or organization. These associations may be intentional -that is, they may be actively promoted by marketing and/or corporate identity - or they may be outside the control of the business." For example, the growing belief among younger demographics that the fossil fuel industry represents the fuels of their parents. In early 2018,1 completed a strategic assessment of this organization for the Advisory Council. The assessment determined that AAPG, in its current form, does not appear to be a sustainable enterprise over the long term. One factor attributing to this is the recognition that the AAPG brand, and its divisions, is largely unknown outside of the oil and gas geoscience community. To illustrate, the Energy and Minerals Division is a natural gathering for individuals that share a passion for alternative energy forms, and the critical materials that they require. Unfortunately, the EMD is largely unrecognized by broader geoscience disciplines, its membership is flat, and because it sits within the AAPG umbrella, its visibility is restricted to current members of this Association. Although AAPG provides relevant content in the environmental fields, carbon sequestration, and renewable energy forms, most of this information is not disseminated within the growing community of alternative energy scientists - a group of people that will likely never associate with AAPG's current brand.