Tag: utilities

Re-thinking the Utility

The utility as it was known 10 years ago is dead. The Energy sector is adapting to a changing landscape. While the energy mix is moving more towards renewables, the …

Green to the Core and B2B Branding

The energy sector is not simply about the metamorphosis of different forms of energy into electrons that are transmitted and delivered into homes and businesses for the next metamorphosis. The …

Next level Energy Branding

The best brands in the energy sector work hard, deliver superior value, look outside the energy space, segment their customers, are data driven and are on a mission of changing …

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 …

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 …

The global utility in a new energy paradigm

As Ryan O’Keeffe pointed out during his presentation at the CHARGE Energy Branding Conference last September, large energy companies with a long legacy of generating and selling electricity, are not …