May 4, 2021
Twenty years ago, as electric cooperatives formed a national cooperative branding initiative that is now Touchstone Energy, extensive surveys and studies were performed to gauge people’s perceptions and values of electric service. I was surprised people assigned so little intrinsic value to a brand of electricity. The surveys indicated the only other product people associated so little value to product brand was common table salt (I always buy Morton’s, but I don’t know why).
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