Phillips 66 Launches Brand Image Central

Program streamlines ordering process for branded materials and services

Published in CSP Daily News

HOUSTON -- Phillips 66, which owns leading gas station brands Phillips 66, 76 and Conoco, has officially launched Brand Image Central (BIC). The program enables customers to shop for all image-related branding products through an easy-to-use web portal. Leveraging state-of-the-art technology, Phillips 66 is providing customers with readily accessible tools, materials and information to save time and money during a Phillips 66 brand site conversion or rebrand.

"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."

Within the BIC portal, users have access to a variety of helpful assets, including:

  • E-Catalog: Customers can virtually shop for branded materials to outfit a Phillips 66, Conoco or 76 site. Materials include products for the building, canopies, car washes, dispensers, main IDs (MIDs), directional signs, decals and other branded products.
  • Conversion Module: This easy-to-read dashboard tracks a project from the starting contract date through the project completion. Users can view real-time status updates and alerts if a project falls behind schedule.
  • Main ID Panel Builder: The interactive tool helps customers create an estimate and, ultimately, order MID signs including sign faces, price panels and ancillary product panels.
  • Site Asset Management System (SAM): Customers can easily reference this system, which captures every site's critical site level data when shopping for specific products and services. This data ranges from the number of point-of-sale (POS) units, number of fuel dispensers and types of fuel offered, to other ancillary services, such as car washes and ATM machines. This data is matched up to consumer service websites to direct consumers to Phillips 66, Conoco and 76 branded locations.

"With Brand Image Central, customers can more efficiently order image materials from one user-friendly site. 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," said Robert Mead, partner at Big Red Rooster Flow, the retail imaging firm that powers this service.

To further improve efficiencies, each account is assigned a Brand Image Specialist who directs the marketer or reseller throughout the branding process. The designated main ID specialist also guides that customer through the complexities associated with purchasing a proper MID sign.

"This Brand Image Central website is great," said customer Neal McCarty, business development and branded liaison for Kendrick Oil Co. Inc., Friona, Texas. "Because we have so many relationships with different suppliers, it's difficult to remember where to monitor a project or order materials like decals and trash cans."

The website helps manage all of that, he said.

Phillips 66, Houston, is an energy manufacturing and logistics company with midstream, chemicals, refining, and marketing and specialties businesses. This portfolio enables Phillips 66 to capture opportunities in a changing energy landscape. With more than 8,500 retail fuel sites and general aviation locations, its U.S. Marketing business supplies Top Tier Detergent Gasolines under the Phillips 66, 76 and Conoco brands. The Phillips 66 brand, with its distinctive shield icon, has been serving the needs of the motoring public since 1927. With its iconic red ball, the 76 brand provides Top Tier Detergent Gasolines that are sold at more than 1,900 retail fuel sites on the West Coast. For more than 100 years, the Conoco brand has been providing high-performance petroleum products to more than 2,400 retail fuel sites. Phillips 66 Aviation markets and distributes its aviation fuel under the well-recognized Phillips 66 Wings logo.

Keywords: 
fuel equipment, pos