Tag: marketing

Discovering Hydropower

CHARGE Energy Branding looks at different energy sources from the branding angle – how different sources of energy can be used by utilities to engage better with people. Dr Fridrik …

Branding Bananas and other commodities

The most basic requirement for branding is differentiation. But how is utility branding possible when the product itself can’t be differentiated? How is energy market segmentation even possible when everyone is buying …

The journey from RWE to Innogy

Almost two years ago, the German energy giant RWE spun off a large part of its operations into the subsidiary Innogy. Innogy took over the operations of renewables and networks …

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 …

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 …