The world of acronyms
I have branded small, medium and large companies. I have also branded people, organizations, airports, cities and countries as well as being involved in numerous marketing efforts.
Until I turned my gaze towards energy. I decided, I want to narrow my focus and learn all there is to know about branding energy and energy companies. Be the best in the world at it and I figured that a logical starting point would be doing a PhD research on it. So I did and framed my work in what I called ‘energy branding’
[I] framed my work in what I called ‘energy branding’
Then I started to go to trade conferences only to experience that I did not understand what these people were saying. It was like they had their own language consisting of words and acronyms I did not understand. I felt like a dummy with a PhD. In a middle of a panel discussion, that I was a part of, I was thinking: I better catch up here before they realize how little I know and say something wrong. I need to be more like them.
But I decided not to.
It is the industry’s task to speak a simple language that people can actually understand.
I did not understand these acronyms for the same reason as the typical energy customers (poor things) don’t. It is the industry’s task to speak a simple language that people can actually understand. The industry needs to stop being intrinsic and look outwards. Stop talking pig Latin that only people in the industry understand. Stop talking mumbo jumbo and think it makes you look smart. Talk to your customers and make an effort to understand them