'The barrier to branding is an energy industry run by engineers'

How would you define the concept of ‘energy branding’?

At its core, it is regular branding. But what makes it different is the energy consumer. Of course, energy consumers are regular people like you and I.

However, since energy is an essential commodity, and relies on factors such as impact on the environment and close ties to government, you cannot use the run-of-the-mill branding and marketing practices to promote it.