‘Clamouring for change’: EDF on building a brand for all target audiences
EDF hopes its new brand platform will inspire customers to follow its journey to net zero – despite the “anger” many still feel towards the wider energy sector.
EDF Energy hopes its new brand platform will “work for all its target audiences”, as the company looks to build a green energy network fit for the future.
The energy giant – often referred to as one of the UK’s ‘Big Six’ energy firms – launched its new brand platform ‘Change is in our Power’ on Monday (29 July), replacing its long-standing ‘Busy Doing Nothing’ platform introduced in 2020.
For EDF’s marketing director Diana Bowden, the old platform had done a good job but was a little “too cerebral” in trying to explain the facts of the firm’s green energy initiatives and didn’t “engage people emotionally” enough to join the quest for net zero.
