British Gas: Getting back to great


The UK's leading energy supplier turbo-charged its brand performance by going back to customer basics and rising above price-led promotions.


  • British Gas was determined to revitalise its brand by putting the customer at the heart of its strategy.

  • It did this by uncovering valuable customer insights about the relation of people to their homes.

  • This formed the basis of a dramatic overhaul of its marketing approach which led to a number of key customer-centric initiatives which, in turn, transformed brand perception and performance.


British Gas, part of the Centrica Group, provides gas, electricity and home repair services to millions of customers in Scotland, Wales and England. In 1986 the company received the accolade of the 'Brand of Britain' by The Marketing Society. In the years that followed, however, its reputation fell. The erosion of key brand health measures was accompanied by a declining customer base. There was widespread acknowledgement that the company had had its eyes fixed more on the competition that its customers.