EDF Energy brand revitalisation

This case study explains how EDF, the energy company, introduced a brand character and a renewed focus on being 'better' to increase its market share in the UK.

EDF Energy brand revitalisation

Executive summary

This is the story of how we repositioned the EDF Energy brand to turn around our business. Thanks for reading.

Scale of the task:

The outlook was bleak. EDF Energy's supply business was losing almost £200m/year and shrinking in the face of fierce competition, 6th place in market share. Suppliers were undifferentiated and distrusted, seen as a bunch of 'bad guys', only in it for themselves. EDF was industry-focused, and "Marketing" had been seen purely as a communications function "doing the colouring in". We needed a new approach.

Our objective:

To turn around the...

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