Power giant AGL rebrands for digital with new logo
Summary: Energy major AGL will today launch its first brand revamp for a decade as part of its $300 million digital upgrade.....
The new logo, pictured, comes as AGL prepares for a consumer backlash due to rising electricity and gas prices. The 180-year-old company will begin telling its 3.7 million customers today of the change with the new logo designed to look like a hand signalling its customer-centric focus and five rays to portray different energy sources from the old gas flame.
AGL will launch television advertisements on Sunday ahead of a broader launch on Monday. Company surveys have shown energy companies are perceived to be lagging the banks, telcos and insurance companies in digital transformation. Some nine out of 10 consumer interactions with AGL are by telephone and the digital upgrade will introduce an app and other ways of dealing with the company digitally.
The industry is dominated by three players, AGL, Origin and Energy Australia, but in the big cities there are up to 30 different competitors and churn rates run as high as 20 per cent.
AGL has a negative net promoter score and chief Andy Vesey is keen to revolutionise the way the company deals with its customers.
He said that, like any asset, brands needed to be updated.
The company has also recently launched a new scheme to help disadvantaged customers.
Gas shortages have resulted in sharply higher east coast utility prices. AGL is looking at importing gas, with a decision due by the middle of the year on building a new import terminal depending on whether it will import LNG directly or convert gas from ship terminals.