Clean energy focusses on technology and finance — marketing is the forgotten success factor

Thomas Hillig
Nov 3 · 3 min read

Electricity is extremely abstract, which makes it nearly impossible to differentiate at the product marketing level. For the first hundred and fifty years of the category, especially in regulated or nationalized markets, differentiation was not even required. Liberalization and deregulation of the energy markets have produced new and unstable playing fields for energy providers. The pace of accelerating liberalization across global markets has created extraordinary challenges for energy companies as…

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