Total Energies
Repositioning of the company and the communication strategy in Spain with the goal of facilitating an efficient transition of the brand value of EDP to the new Total Energies brand.
The definition of a differential and competitive positioning for Total Energies and the development of communication axes for a successful go-to-market.
With their acquisition of EDP’s assets in Spain, Total Energies needed to define a new positioning as a new energy company in the national territory. This positioning had to maintain the value associated with the EDP brand, but also open a new space within the competitive landscape and present a differential offering. During the entire project it was clear that this strategy had to revolve around people and the path towards sustainability.
To achieve this, the project begun with a phase which scrutinized external factors (big and new players within the market) as well as internal factors (from EDP and Total Energies). This phase included a thorough market study with clients and non-clients of EDP.
This phase allowed the key bases of the positioning, which would ensure that the brand was different, unique and preferred by the consumer: the differential benefits, the brand promise, the definition of their positioning, the differential values, the personality attributes and the brand idea. All of this would then guide the proceeding proposal for the communication strategy.
The development of the communication strategy included a guide for the tone and style of the brand and a communication guide including concepts and examples that could inspire future communication campaigns.
