Investing in Bp after the Oil Spill

I bought BP shares this past month. In some ways the decision was dead easy, in other ways I must admit that I am still questioning my choice- but not for the regular reasons. Let me explain to you first why it was an easy decision (my rational side) and then lets talk about why it was a tough decision (let’s call it my emotional side).
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Brand Impression

Having the best product doesn’t always guarantee market success. I have seen several products like the betamax that were probably better than the competition but were either marketed incorrectly, underfunded, or consumers had preconceived notion about the company, and avoided it on on those grounds.

In searching the internet over the weekend I found an interesting site that explores this last issue of consumer brand perception. BrandTags.net collects information from users about what words come to mind when certain brands are shown. This is a rorschach test of sorts for branding. Browsing deeper into the site you can see the results of this collection. Here are a few examples of what people think of these major brands:
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Insider Trading December Report

Every day I pull a list of the insider traders then I shorten the list to be only buys done by roles that have a proven track record (see my previous post for a little on this). Finally I run an evaluation of the companies based on some of the ratios that Graham used to find companies that are cheap (See my earlier series on this).

This is just the start for me though after a company reaches this level it is worthy enough for me to look at it further not necessarily.
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