Archive for the ‘Utility Advertising’ Category

Is Your Utility Brand Trustworthy?

  An old quote — “the more things change, the more they remain the same” — came to mind as I exited yet another conference on the strategic challenges reshaping the utility industry. One much-discussed challenge was the changeover of the generation fleet, from coal to gas and renewables. That one’s way above most of […]

Utility Marketing: Creating a Value Proposition That Resonates

What, if anything, can utility marketers learn from companies that are not in the business of providing electricity, natural gas or water? Longtime readers know my views on that: lessons are everywhere, from insurance companies to football teams, airlines and telecommunications companies. You just have to be open to the potential that some company not […]

Celebrating a Milestone? Show Your Customers How Much You Care!

The ads still startle 50 years later. As recounted in Bill Bernbach’s Book, Mobil Oil was celebrating 100 years of operations in 1965. The company earmarked $1 million (a lot of money back then) to commemorate the occasion. The chairman of Mobil met with Bill Bernbach, the legendary creative director of the Doyle Dane Bernbach […]

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