Phillips 66 Establishes Brand Image Central Program

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Phillips 66 Establishes Brand Image Central Program


HOUSTON -- Phillips 66, owner of gas station brands Phillips 66, 76 and Conoco, launched Brand Image Central (BIC), a program that allows its gas station operators to shop for all image-related branding products through a new web portal.

BIC's tools, materials and information make it possible for operators to save time and money during a Phillips 66 conversion or rebrand, according to the company.

"At Phillips 66, we're constantly looking to improve the customer experience and provide resources that support business growth. With Brand Image Central, we've eliminated the need to coordinate site branding and rebranding through multiple vendors," said Mike Krampf, manager of brand value at Phillips 66. "This expedites the conversion process while adding value to our customers — free of charge."

Assets within the BIC portal include:

  • An e-catalog through which customers can shop for building products, canopies, car washes, dispensers, main IDs (MIDs), directional signs, decals and other branded products.
  • A conversion module with a dashboard that tracks a project from the starting contract date to project completion, and allows users to view status updates and receive alerts if a project falls behind schedule.
  • A main ID panel builder that helps customers create an estimate and order MID signs, including sign faces, price panels and ancillary product panels, through an interactive tool.
  • A site asset management system that captures every site's critical site-level data when shopping for specific products and services and matches it with consumer service websites to direct consumers to Phillips 66, Conoco and 76 branded locations.

Additionally, to improve efficiency, each account is assigned a brand imaging specialist who directs the marketer or reseller throughout the branding process and guides them through purchasing a proper MID sign.

"With Brand Image Central, customers can more efficiently order image materials from one user-friendly site," added Robert Mead, partner at Big Rooster Flow, the retail imaging firm that powers BIC. "In addition, they'll have a dedicated support team available by phone to help manage the site conversion process and also support their ongoing image-related needs."