When it comes to authentic branding, perhaps that earlier oil-spill icon, ExxonMobil, can teach BP a lesson. While the news this summer was focused on BP’s massive spill, the Mickelson ExxonMobil Teachers Academy?completed its fifth year of what the Wall Street Journal’s William McGurn called “summer camp for science teachers.”

Teachers from third through fifth grades came to the Liberty Science Center in Jersey City, NJ to learn how to become better teachers of math and science. About 2,600 teachers have attended the academy since 2005. Golfer Phil Mickelson is more than a celebrity name behind the project. According to McGurn, Mickelson has had a lifelong passion for math and science and even uses his understanding of vectors and probabilities to the advantage of his golf game.

McGurn has this to say about the future value of the academy:

Though there are few metrics about results, some outside research suggests that the training they receive is leading to increased use and frequency of math and science in the classrooms of academy alumni. Mr. Mickelson says it’s a 15- to 20-year bet.

“It’s hard to teach a subject when you don’t feel good about it or lack confidence,” [Mickelson] says. “We bring teachers on an all-expenses-paid trip… give them good instructors… treat them like professionals… by getting them excited about teaching science, we’ll have more American kids excited about studying math and science.”

Though 21 years have passed since the Exxon Valdez spilled its oil in Alaska, it is safe to assume that this event is known far more widely than these math and science sessions. But consider the cumulative effect of 2,600 grade school teachers changing the life direction of countless students. Consider the children who have (and will in the future) become excited about math and science because a teacher attended this program. Consider what it means to our communities and our companies when our youth become proficient in math and science, even if they never pursue a career as an engineer or scientist.

The Mickelson academy for grade school teachers is one of eight math and science programs listed on the ExxonMobil website. In terms of public good, which do you think will pay the greater reward? BP’s declaration of green energy or ExxonMobil’s energizing commitment to making math and science accessible to more children?

I’m guessing technology knowledge is the bigger issue for technology-driven organizations. Whether you’re part of a public water utility or one of the companies that make their equipment, if people who don’t understand what you do, or how you do it, they can’t appreciate the extraordinary efforts you take to make their water safe.

Don Dunnington
Blog Moderator

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A Good Lesson in Authentic Branding from Another Big Oil Company

Most American consumers dread having to deal with problem drinking water, but there are options that can help consumers determine their specific problems more effectively and then help them to apply the most effective solutions.

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Common Drinking Water Problems and Their Remedy

Last week I posted An Industrial Branding Lesson from a Tar-Balled Oil Producer at the PowderandBulk.com blog. The article lead off with the popular impression of the environmental disaster BP’s oil slick had spawned. The following day the New York Times published this news: U.S. Finds Most Oil From Spill Poses Little Additional Risk.

So was the disaster something less than what we expected from the news and the blogs and the live video we could watch 24/7 as oil spewed into the Gulf for weeks-on-end? And what response should we expect from industry and regulators to protect our waters in the future?

I don’t claim to know the answer to either question; though I expect there are many engineers and scientists, managers and policy makers who visit this website who could enlighten us all. And that is the role that our energy and water experts should be playing: careful, thoughtful, calm, reasoned analysis after the crisis has passed. We need more respectful dialog that balances competing needs and offers options that take into account social, economic and environmental imperatives that may not share the same objectives.

Whatever the level of long term damage to the Gulf waters, there will be continuing damage to the public perception of the industries that build and sustain our modern world.? And that was the point of the Industrial Branding article: those who engineer our modern world need to do a better job defining, explaining, educating and leading in the public marketplace of ideas. And they aren’t going to achieve that with the sort of smiley-face PR that BP had practiced prior to the Gulf oil spill.

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Water and Oil: Beyond Smiley-Face PR

Everyone is looking to save a few bucks and conserve water, so what are a few ways to do both during the next few months?

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Looking to Save Water This Summer?

We’ve all seen the pictures oil drenched birds and read the stories about how BP’s blown oil well has devastated an entire fishing industry. Now hydrocarbon contamination of sea water used for feedstock of drinking water may be the next concern for those on the Gulf and Atlantic coasts.

According to the U.S. Department of the Interior, U.S. Geological Survey, of all the industrialized countries, the United States is one of the most important users of desalinated water. In Florida alone there are more than 130 desalination plants, and more are under construction according to a 2008 study reported by The Institute of Food and Agricultural Sciences at the University of Florida.

This Oil Spill Poses Threats We Haven’t Seen Before
The problem of an oil spill a mile below the water’s surface goes beyond the extraordinary challenges of capping a well in such deep water. Most spills occur on the surface, and while the effects can be devastating, we can see where the oil is, and we have experience in dealing with it. “This is a three-dimensional spill,” Columbia University oceanographer Ajit Subramaniam told The Wall Street Journal’s Robert Lee Holtz,?”The physics, the chemistry and the biology action are very different when you have oil released from below.”

Much of this oil has remained off shore and under the surface, which might be a bit of a break for nearby coastal communities, or it may be a threat for a far wider area. There are some 1,500 natural seep holes in the seafloor of the Gulf that leak an estimated 15 million gallons of oil annually. Most of that oil is broken down naturally by bacteria. But the BP well spewed up to 50,000 barrels a day; so it would take a lot of bacteria and a long time to eat all that oil before it does further damage.

Holtz quotes Coast Guard Adm. Thad Allen, the national incident commander, “We are not really dealing with a monolithic spill….We’re dealing with about a 200-mile radius around the well site with thousands—maybe hundreds of thousands—of smaller patches of oil.”

Billows of Oil Drops Too Small to See
As Holtz observed, low concentrations of oil are spreading “on subsea currents in billows of oil drops too small to see.” The question is will the oil that remains below the surface be diluted enough by the sea, or broken down fast enough by bacteria so as not to pose a threat, for example, to those communities using sea water as feed stock for potable water.

According to Dallas-based FCI Environmental Inc.,?facilities along the Gulf Coast and the Atlantic Coast that use sea water for feed stock will need technologies in place that are capable of detecting hydrocarbon contamination of supply water. FCI Environmental is a 35-year-old, private company that develops, manufactures, markets and licenses fiber optic chemical sensors that produce continuous, real-time information on pollutants and contaminants in a variety of materials. The company’s PetroSentry in situ monitoring system uses fiber optic chemical sensor technology to detect total petroleum hydrocarbons (TPH) in water.

Other Challenges to Our Water Systems, Other Solutions
Are there other challenges to our water systems that are posed by this oil spill? Are there other companies offering solutions? Post a comment here on this blog article or send me an email.

Don Dunnington
Blog Moderator

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Could Gulf Oil Spill Threaten Drinking Water?