Making a name for yourself
14th Jan 2009
The ImagePower® Green Brands survey 2008, conducted by public relations agency Cohn & Wolfe and strategic consultancy Landor Associates together with Penn, Schoen and Berland Associates, ranked Eon, a UK utility, alongside such eco-pioneers as Tesco, Marks & Spencer and The Body Shop, in a list of companies considered by consumers to be the most environmentally-friendly.
How did Eon get to be in the top ten greenest brands? For utilities, where the core product is a commodity that is difficult to differentiate from the competition—except on price – achieving cult brand status is hard. In trying to work out why Eon had scored so much better than many huge brands, we realized the company’s performance was no accident. The company has a strong green track record. It has a list of eight major initiatives aimed at consumers and businesses. A review shows that the lesson from Eon’s brand campaign is that simplicity pays dividends.
Reproduced by kind permission of Utility Week. Website: www.utilityweek.com
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