ABSTRACT
This chapter opens with a discussion of E.ON’s award-winning marketing campaign, designed to spark consumer attention in a “notoriously low-interest sector” (as Marketing Week characterises the energy industry). The contrast between energy and industries such as retail banking is explored, relating to different intensities of customer- focus. Anthony Powell, Senior Vice-president of Global Marketing, contends that once you commit to “putting customer first” the brand starts to change the organisation. He overviews the company’s brand promise “create a better tomorrow”, which rests “on two pillars, that of ‘brilliant experience’ and ‘more and smarter sustainable solutions’”. He talks about E.ON’s brand personality, which is “collaborative” and “authentic”. The company’s marketing and branding prowess is examined against the backdrop of Germany’s challenging energy strategy, which entails phasing out coal and nuclear power stations. Closing remarks are on aligning commercial and marketing goals, and getting the marketing and branding mix right.
