Warc index
 

Building a brand in the energy sector is not an easy business. Gas and electricity are true commodities, and people aren’t very interested in them, except when they go wrong. People only tend to switc ...

ScottishPower’s continuing battle with Scottish/British Gas makes for a good case study. With an all-staff commitment to ‘do more for you’ and by exploiting a price advantage to the full, ScottishPowe ...

An innovative approach to advertising helped ScottishPower reduce customer losses in the face of considerable competitive attack, as the effects of deregulation worked through the market. Despite unde ...