Alliant Energy

Can a new brand story drive a complete culture change?

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Our Insight

Alliant Energy was a company that didn’t believe in “branding.” They brought us in to help with “external communications.” We helped them realize the importance of having a core brand story that is lived out at all brand touchpoints. Our research showed customers wanted an innovative energy company that was exploring new sources of cleaner, cheaper energy that made their lives better. Alliant wasn’t generating power, they were offering better living.

Result

The Brandgarten research and strategy work became the foundation of a major cultural shift at Alliant. The company installed solar arrays at headquarters and made major investments in solar and biomass.

“Brandgarten did phenomenal work in helping us to identify a direction for our brand. Their work created a foundation and impetus for significant culture change. They showed that branding is much more than messaging and marketing. It is about determining who we are and aspire to be as a business, taking actions that reflect those aspirations, and then articulating that story. Their input on brand identity and promise permeates everything we do. It will be integral to our strategy for years. They have made a dramatic, positive impact on our business.”
—Wayne Reschke, VP. Human Resources & Marketing, Alliant Energy

 

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“Brandgarten did phenomenal work in helping us to identify a direction for our brand. Their work created a foundation and impetus for significant culture change.

WAYNE RESCHKE
Senior Vice President | ALLIANT ENERGY

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