From Heritage to Innovation: Building a Global Energy Brand with Francis Perrin, Chief Brand and Sustainability Officer of Rehlko
Description
Welcome to this episode of the Marketing Vanguard podcast. Today, Jenny Rooney speaks with Francis Perrin, Chief Brand and Sustainability Officer at Rehlko, about brand transformation and B2B marketing innovation.
Francis discusses his career from P&G and L'Oréal to leading the transformation of Kohler Energy into the independent company Rehlko. He shares the strategic thinking behind the rebrand, including how they created the name Rehlko as an anagram of Kohler to maintain heritage while establishing independence. The conversation explores the opportunity in residential power generation, competing as a challenger brand against industry giants, and why Francis believes B2B marketing offers more opportunities than consumer marketing.
Best Buy CMO, Jennie Weber also joins Jenny in a mid-episode sidebar discussion on the latest innovations for the Best Buy Ads retail media network and their latest campaign "We Got Next." Sponsored by Best Buy Ads.
What You'll Learn:
- How to successfully rebrand and spin off from a heritage parent company
- Strategies for competing as a challenger brand in established B2B markets
- Why embedding sustainability directly into brand leadership creates business impact
- The untapped potential in residential power generation and data center markets
- How to build marketing organizations from scratch with enterprise-level thinking
- Why B2B marketing offers unique creative opportunities for CPG-trained marketers
- Methods for maintaining brand heritage while driving innovation and growth
- The importance of focus and purpose-driven messaging in industrial marketing
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