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BUILDING A NEW BRAND WORLD31st May 2016
CONTEXT
BRAND IDEA
2007 2008 2009 2012 2014 2015
Single Electricity Market (SEM) comes
into effect/deregulation
THE BRAND IDEA
OUR VALUES
SIMPLICITY UNDERSTANDING INTEGRITY
BRAND IDEA
THE HELPFUL ENERGY COMPANY
BRAND POSITIONING
ENERGY MARKET MAPEMOTIONAL
DUAL FUEL SUPPLIER
CONSUMER COMPANY
RATIONAL
DUAL FUEL SUPPLIER
PRE-PAY ELECTRICITY
PRE-PAY ELECTRICITY
GAS
HOME HEATING
GAS
DUAL FUEL SUPPLIER
BRINGING THE IDEA ALIVE
ALL CHANGE
BRINGING THE BRAND ALIVE INTERNALLY
MANAGEMENT VOX-POP HERE
A BRAND WORLD
MAEVE AND DAVE
YOURE NOT THINKING ABOUT ENERGY
COMMUNICATING THE IDEA
COMMUNICATING THE IDEA
WITH SO MUCH ON YOUR MIND YOU DONT HAVE MUCH
HeadspaceFOR YOUR ENERGY COMPANY
COMMUNICATING THE IDEA
YOURE HARDLY EVER THINKING ABOUT US BUT WERE ALWAYS THINKING ABOUT YOU
COMMUNICATING THE IDEA
SO WE CAN MAKE THOSE FEW SHORT MOMENTS THE BEST THEY CAN BE
BRAND WORLDS
FIRST THOUGHTS
THE BORD GAS BRAND WORLD
FOCUS GROUP TESTING
FOCUS GROUP TESTING
SOME ACHIEVEMENTS
ACHIEVEMENTS TO DATE
Significantly overachieved on business targets for gas and electricity, both acquisition and retention
Net positive for the first time in five years
Justified additional marketing investment with commercial performance
Reversed the trend of declining customer numbers
New agency partnership up and running
An Post Smart Marketing Grand Prix