Category: Articles

Energy brands and strategic vision

  Retail energy strategy is about finding the right positioning and implementing it. Energy company branding is not simple for energy providers, positioning on the market requires a deep knowledge …

Perceptions of Green Energy

We hear and read terms like renewables, sustainable energy, green energy quite a lot these days. We could add carbon neutral, eco-friendly energy and ecological into the mix of buzz words surrounding different sources of electricity. …

Mind the perception gap

The biggest challenge any utility brand faces is the gap between its brand image and brand identity. Brand image is how outsiders perceive the brand and identity is how the …

Know you segments

Segmenting the market and the customer base has in a way followed energy companies since the start. Market segmentation for utilities used to be less complicated – the customer was …