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...