This new preparation plant processes coal for Standard Oil's Old Ben Coal Company.
Thrs artificial island in Alaska's Beau fort sea will be a base for oil produc tion starting next year. c \; of them as the companies they were, investors to underestimate their scope conflicts with local or regional loyalties. ~ :; What~ina rather than the sometimes remarkably and potential are the most common prob When you are marketing or operating &: different entities they are today. lem. That was a consideration when plants in foreign countries or states far ~ c SCENE: How do you go about such a Cleveland Trust bank, for instance, from Ohio, you get quick recognition of '!. (Company~) study? changed its name to AmeriTrust and the Standard Oil name. ~ L & M: First, we seek to define the reality when Standard Oil of Indiana became This can be particularly beneficial for of the company-what it is, what it does, Amoco. subsidiary companies. Governments, Name? where it operates. From there, we learn SCENE: Why then, should we call our customers, and suppliers like to deal with from management the primary thrust of selves Standard Oil? companies they know are going to be Here's what the experts say. the company: its long-range plan, its goals L & M: You are the original Standard Oil there a long time and have -the company it is likely to become. Company. With the adoption of new Then we do a communications audit. names by the other companies bearing Standard Oil markets gasoline in the We look at not just how the company the Standard Oil name, _ VOl\. U.S. under a number of brands. Lippincott & Margulies, which conpresents itself in formal communications, there should be no sr_V .t\'\~\;~'\· ducted the study leading to reemphasis but how managers, salespeople, and confusion about '1,,~1I\ aware of the company's size, diversinca of the Standard Oil name, is one of the other employees think and talk about the your corporate tion, and large oil reserves," says Johnson. leading consulting agencies in the field company in their relations with custom identity. Our "A good number of them, however, felt ofcorporate identity. ers and others they meet. recommenda financial that using the Sohio name to represent Standard Oil Scene interviewed L & M SCENE: Why are company names so tion, therefore, backing. In emphasizing the corporation as it exists today led Chief Executive Officer Clive Chaject, important? was to use as your the Standard Oil name you are empha many people-including investors--to and George Hafford and James Johnson, L & M: Your name is the label you are major means of identification the sizing strength, stability, resources, think of the company as a regional opera senior vice-presidents, regarding the known by. In the case of a corporation, Standard Oil name presented in a very expertise, and a 116-year history. tion. Standard Oil study. the perceptions that label evokes in peo distinct, bold typography. "On the other hand, most of these peo ple can have a great effect on the com SCENE: What will we gain by empha ple perceived the corporate name, The SCENE: What causes a company to initipany. A corporation may have great diffi sizing the Standard Oil name? ate a corporate identity study? culty positioning itself for long-term L & M: It is a name that draws instant FOR1I6~ Copper ore is treated in smelting proc L & M: Most often it is change. Compa growth unless it is accurately and posi recognition of the company's size and ess at Kennecott's mine in Utah. nies add products, enter new industries, tively perceived by the audiences financial strength and does not involve WE'VE BEEN previously had changed their corporate spread their market geographically, or needed to make that growth possible titles. Standard Oil of New York became grow into major corporations of national potential customers and investors, for in Below: The lights of Standard Oil's Alii· MAKNiANArtE Mobil. Standard Oil of New Jersey be scope. Not surprisingly, the public, cus stance. ance, La., refinery--ealled a jewel of FOR_. came Exxon. And Standard Oil of Califor tomers, other business people with whom SCENE: Can you cite some examples? the industry because of its efficiency nia became Chevron. (See the chart on they deal-even members of the finan L & M: Names with local or regional asso are reflected by the waters of the DE LAST THING pages 6 &7.) cial community who make it their busi ciations that can impede the expansion of Mississippi River. Right: Corporate ads Thus, the original Standard Oil Com ness to keep track of a company's companies into national and interna in major publications stress the Stan WE WOULD DO pany, incorporated in Ohio in 1870, once development-tend to continue to think tional markets and also cause analysts and dard Oil name. again is the only integrated oil company ISCHANGEn: -~- bearing this name in its corporate title. Storage tanks hold acrylonitrile, a The reason for using the Sohio name-to basic chemical produced by Standard avoid confusion with the other Standard Oil for the plastics and chemical Oil Companies--has disappeared. As part of the program, the company now is industries. 1"Ir.o..,....,D.Modt. "'1htt'.....
The Standard Oil Company srANDARDOIL __
Union Tank Car Company Galena-Signal Oil Company The chart on these • 1870 Colonial Oil Company 1970 pages shows the The Standard Oil Washingtun Oil Company • January 1, Company is founded Bome, Scrymser Company Merger with evolution of The Crmtinelltal Oil Company Standard Oil Com in Cleveland, Ohio, Indialw Pipe Line Company British Petroleum by John D. Rockefeller. Company ]J I c pany from its origi Buckeye Pipe Line Company Nor/hem Pipe Line Company nal incorporation by New York '[ransit CompallY John D. Rockefeller Standard Oil Company of New York ~ Socony Vacuum Oil Co. ~ MOBIL (1966) and associates in Vacuum Oil Company Standard Oil Compally (NewJersey) ~ Standard Oil (New Jersey) ~ EXXON (1972) Ohio in 1870. Anglo-American Oil Company Ltd. Although the orig Standard Oil Company (Califomia) ~ Standard Oil (California) ~ CHEVRON (1984) inal Standard Oil Standard Oil Company (Kentucky) Siondard Oil CompallY (Indiana) ~ ~ Company is Standard Oil Company (Kansas) Standard Oil (Indiana) AMOCO (1985) depicted as central Stalldard Oil COIllpallY (Nebraska) in the diagram to show the continuity of the originally chartered company, it was not a central The Standard Oil Story or controlling factor A capsule history in the organization By 1870 when he took a leading role in this situation led to the formation of The New Jersey in 1882, followed by other Standard Oil (Ohio) struggled through fields--coal, and exploratory steps in oil following establish incorporating The Standard Oil Com Standard Oil Company in 1870. A pains firms with Standard Oil in their titles. most of the 1920's, however, and by 192'; shale and uranium. ment of the first pany, John D. Rockefeller, a meticulous taking bookkeeper with a deserved rep In 1882 the headquarters of the trust the company was in serious trouble as its The search for assured energy supplies trust in 1879. and ambitious 30-year-old Cleveland utation for cost control, Rockefeller rec was moved from Cleveland to New York share of the gasoline dwindled. But then, culminated January 1, 1970, in an amal The original Stan businessman, had been involved in the ognized early that increasing volume City. The original Cleveland-based com in 1928, a period of growth and renais gamation with The British Petroleum dard Oil Company burgeoning oil business for seven years. helped lower unit costs. pany became only a relatively small out sance began for the company as it took Company p.l.c. Essentially, Standard Oil incorporated in He entered the field in 1863, when he By 1869, he had already borrowed and post of the great Standard Oil trust, now aggressive steps to turn its situation acquired rights to about half of the ap joined with others to build his 6rst refin directed from New York. around. proximately 10 billion barrels of oil at Ohio was a subsidi built until his two Cleveland plants made ery in Cleveland. This was just four years him the largest oil refiner in the world. In 1889 the Standard Oil trust, which That year, Standard Oil introduced the Prudhoe Bay in Alaska, plus other prop ary in the trusts and after Edwin Drake's discovery of oil at On January 10, 1870, he joined in in was under legal attack, was replaced by a Sohio brand name; increased advertising; erties in the United States, including mar in the subsequent Titusville, Pennsylvania, launched the oil corporating The Standard Oil Company holding company, The Standard Oil increased refinery runs; bought a refinery keting operations on the East Coast. Brit holding company industry. in Cleveland, Ohio, and set out to make it Company of New Jersey. However, this in Kentucky; extended a pipeline to the ish Petroleum ultimately received a 55 until it was sepa In 1865, Rockefeller bought out his even larger and more efficient. He was did not prevent the ultimate dissolution refinery to supply crude oil; and initiated percent stock interest in Standard Oil. rated and returned principal partners and formed the firm of amazingly successful. of the Standard Oil combination by the a research program. A seven-year sh'uggle followed to de to independent Rockefeller and Andrews in partnership By 1872 Standard Oil controlled 21 of United States Supreme Court in 1911. During the next two decades, Standard velop Prudhoe Bay oil and construct the with his younger brother William and re The original Standard Oil Company, Oil developed an Ohio marketing opera 800 mile trans· Alaska pipeline and a fleet status following the the 26 refineries then in Cleveland and fining expert Samuel Andrews. They the principal refineries in New York, Phil still headquartered in Cleveland, tion-supplied by pipelines from refinei' of oil tankers to carry the oil to markets in United States built a second refinery, which they called adelphia, and Pittsburgh. emerged from the 1911 dissolution de ies to key distribution pOints-that cap the "Iower 48" states. Success in this ef Supreme Court the Standard Works, in Cleveland that Spectacular growth continued until in cree with only a refinery, a fleet of horse tured a third of the gasoline market and fort in 1977 signaled a new period of dissolution decree year. 1879 the problems of administering the drawn tankwagons, and trademark rights much higher percentages of bulk petro· growth and expansion financed by earn in 1911. From the beginning the Rockefellers collection of owned and semi-autono for refined product marketing restricted leum product sales. ings from the enormous investment in Today the original did not think small. Before the end mous companies recruited to the organi to the State of Ohio. This prosperous business became a Alaska oil. Standard Oil Com of the partnership's first year, William zation led to formation of a trust. The But the automobile was beginning its base for later expansion into crude oil Standard Oil rapidly expanded its in reign in America. The original Standard transportation, exploration, and produc terests in oil and gas exploration and coal, pany again stands Rockefeller moved to New York City to original Standard Oil Company was only handle the export business of the new one of many companies held by the trust. Oil Company, which came to be called tion. Successes in research led to entry and entered the metals and industrial alone as the only orm. This was followed by a second, im Standard Oil (Ohio) to distinguish it from into the chemicals business in 1954. products businesses, building the corpo company bearing In the next five years the turbulent proved trust in 1882, which created a other companies with Standard Oil in Beginning in the late 1950's, the com ration that is The Standard Oil Company the Standard Oil growth and competition of small refiners series of Standard Oil companies to ad their names, grew with the automobile pany entered a period of diversification, today. name. and petroleum marketers continued. minister various markets. Thus was -as did most of the other 33 companies increased emphasis on developing oil Rockefeller's strategy for coping with formed The Standard Oil Company of that emerged from the court decision. production, and entry into other energy 6 SCENE SCENE 7 STANDARDOIL STANDARDOIL STANDARD OIL STANDARD OIL Some Subsidiaries' PRODUCTION CHEMICAL RESEARCH & DEVELOPMENT ENGINEERED MATERIALS • Standard Oil Production Company, • Standard Oil Chemical Company, • Standard Oil Research & Develop • Standard Oil Engineered Materials formerly Sohio Petroleum Company, con headquartered in Cleveland, manufac ment explores energy technologies and manufactures and markets high-temper Names Have Changed ducts the corporation's oil and gas explo tures and sells commodity chemicals. Ma conducts business-oriented research in ature ceramic fiber insulation and refrac ration and production operations. Head jor plants are in Lima, Ohio, and Green chemistry, biology, and material science. tory products, polyester resins and resin quartered in Houston, Tex., it is one of The reemphasis ofthe parent corporation's Standard Oil name has led to Lake, Tex. components, molten-metal pumps, and the largest holders of proved crude oil related temperature-resistant materials. changes in the names ofthe company's majorsubsidiaries and operations. reserves and one of the largest domestic The Standard Oil Company now includes thefollowing major companies producers. or groups. ~OHI~ Kennecott Er~ • Kennecott Corporation is headquar • Sohio Oil Company, headquartered in • Old Ben Coal operates and develops • Chase Brass & Copper Company man tered in Salt Lake City, Utah, and holds Cleveland, transports, trades, refines, and Standard Oil's coal properties. Old Ben ufactures brass rod, brass and copper the nation's largest reserves of copper markets oil and petroleum products. It operates underground mines in southern sheet, and brass narrow strip. ore. markets throughout most of the Eastern Illinois and West Virginia, and surface United States and operates a nationwide coal mines in Indiana. Old Ben also holds Below: An oil exploration rig drills for chain of truckstops. large undeveloped coal reserves, primar • QIT-Fer et Titane Inc. is the world's Standard Oil offshore in the Gulf of ily in Indiana, Illinois, Pennsylvania, and largest supplier of titanium pigment Mexico, one of the primary areas where West Virginia. Old Ben is moving its feedstock and a major supplier of high the company is focusing its search for headquarters from Lexington, Ky., to purity iron. new petroleum reserves. Cleveland.