Refresh Brand Messaging

Deregulation in a regional utility market inundated the category with competitors vying to differentiate their brand. W5 partnered with an advertising agency and their utility client to understand consumer expectations in the evolving market, using the insights to refresh and differentiate the brand in a highly competitive environment.

APPROACH

W5 designed a qualitative research approach in three phases. Initial secondary online research established a broad understanding of the category, key competitors, and their brand marketing strategies. W5 then conducted online discussions with consumers to understand how they manage utilities in their home and what they want from a utility provider. The final phase gathered consumers for in-person focus groups to discuss hypotheses developed in the previous phases and test brand messaging concepts for relevance and appeal.

RESULTS

W5 helped the advertising agency and their utility client map the consumer journey from consideration of a new utility provider to adoption. Building on this basic understanding, W5 also provided insights and strategies for marketing the brand, communicating product benefits, delivering a more compelling offer, and retaining consumers following adoption. From these insights, the advertising agency developed and refined new brand messaging concepts.