British Gas: Getting back to great
SNAPSHOT
The UK's leading energy supplier turbo-charged its brand performance by going back to customer basics and rising above price-led promotions.
KEY INSIGHTS
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.
SUMMARY
British Gas, part of the Centrica Group,...