Equinor, Ørsted, Vattenfall. The one thing all of these recent wind energy rebrands had in common was that they each generated plenty of media coverage.
Sustainable energy is the new playground of the rich and famous. Recently the sector has received strong endorsement from two of the world’s biggest private energy companies.
The clean energy industry is no stranger to rebranding, with DONG’s metamorphosis into Ørsted last year the most recent high-profile example.
A rebrand is an exciting step, but can be complex territory – and could ultimately damage, rather than enhance, a company’s reputation if mismanaged.
What’s in a name? Quite a lot when the name in question has been associated with one of the greatest industrial transformations of the 21st Century.
In the midst of negotiations for a major merger or acquisition, the logistics and implications of a rebrand never top the list of senior executive concerns.