British Gas: Getting back to great

British Gas, part of the Centrica Group, provides gas, electricity and home repair services to millions of customers in Scotland, Wales and England.

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,...

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