Energy firms struggle with brand health as turbulent 2023 looms
Niamh CarrollAfter a tough 2022, energy companies are going into next year with diminished brand health and uncertainty about what 2023 might bring for the challenged sector.
British Gas’s brand health worsens as profits swell
Michaela JeffersonThe strength of the British Gas brand is plummeting, according to new data, as the energy crisis deepens and consumers struggle with the rising cost of living.
Energy firms see brand health tumble amid ‘deteriorating’ customer service
Niamh CarrollAll of the ‘Big Six’ energy companies, plus up-and-comer Octopus Energy, have seen the health of their brands take a hit since the onset of the energy crisis more than six months ago.
Octopus Energy and British Gas brands best placed to benefit from sector consolidation
Manny PhamBrand tracking data shows Octopus Energy and British Gas look in the best health to grow in the energy sector which is currently in turmoil with smaller brands shuttering.
Is it time for a brand character renaissance?
Charlotte RogersBrand mascots have largely fallen out of favour in recent years, but marketers should not underestimate their unifying ability to deliver the humour and emotion consumers love.
Watch: British Gas CMO on marketing leadership in a crisis
Marketing Week ReportersAs the coronavirus pandemic creates new challenges, we discuss the skills leaders need to pilot their brands through the crisis.
British Gas says goodbye to Wilbur the penguin as it overhauls brand positioning
Sarah VizardBritish Gas says its new marketing campaign is a “seismic shift” as it looks to shift consumer perceptions, as well as drive reappraisal and consideration.
British Gas on attracting the next generation of marketers
Charlotte RogersBritish Gas marketing director Miriam Jordan Keane believes marketers must lead the charge when it comes to creating opportunities that enable talent from all backgrounds to thrive.
Why the UK’s oldest brands are still prospering
Charlotte RogersBeing more than 30 years older than their global counterparts on average, British brands must leverage their rich heritage to stay relevant for today’s consumers in the UK and abroad.
Revealed: The UK’s 50 most valuable brands and why they must innovate to survive globally
Charlotte RogersThe health and future growth of British brands depend on a serious commitment to innovation, according to BrandZ’s first UK top 50, especially if homegrown companies want to compete on a global scale.
Hive targets mass audiences instead of the ‘tech-savvy’ in brand overhaul
Leonie RoderickThe smart home brand wants to convince consumers that connected devices are not just for the ‘tech savvy’, but admits it still has a long way for it to become “the norm”.
Why the digital user experience is synonymous with brand
Ben DavisThe digital customer experience is becoming as important a differentiator for brands as product and price.
British Gas hopes ‘functional benefits’ will transform it into a ‘modern British brand’
Mindi ChahalFollowing a major reorganisation last year, British Gas is gearing up to transform into a digital-first, service-led business – rather than an energy company – through the launch of its reward scheme, a move away from price and a focus on smart homes.
British Gas makes bid to be ‘first port of call’ for the connected home
Leonie RoderickBritish Gas teams up with sister brand Hive for the first time to launch a joint Christmas campaign that aims to convince the British public that smart energy devices are not just for the tech-savvy.
British Gas distances itself from the big six as it talks up role as a service provider
Leonie RoderickBritish Gas is launching a campaign to promote the government’s smart meter initiative, which aims to provide more accurate and transparent energy bills, and hopes to distance itself from its role within the big six energy brands.