Building a brand in the energy sector is not an easy business. Gas and electricity are true commodities, and people aren’t very interested in them, except when they go wrong. People only tend to switch suppliers when someone knocks on the door and offers them a cheap deal.
ScottishPower, traditionally a regional supplier north of the border, faced a strong national competitor, British Gas, and was losing customers. To ensure the future of the company, customer losses needed to be reversed, and customer numbers built up to the point where economies of scale allowed the company to
compete efficiently.
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