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Few: New Brand Continuum Energy Chosen to Differentiate Company As It Moves More Into Crowded Mass Market, Accommodate Expansion of Service Offerings
The adoption of the brand Continuum Energy for Seminole Energy Services, LLC and its family of companies serves several purposes, including to help the companies stand out in a crowded mass market, and to accommodate further expansion of the services offered by the companies to end-use customers.
"If you think about the retail energy landscape as shelf space, it is crowded and having a brand that is differentiated and for which you can articulate a set of values that differentiate you from the competition is important," Jason Few, president and CEO of Continuum, told EnergyChoiceMatters.com.
While Continuum's retail supply business has largely been C&I focused to date, it is moving increasingly into the mass market, where Few sees a "sea of sameness."
Few said that adopting a "fresh" brand such as Continuum helps convey an, "innovativeness and nimbleness, and a youthfulness that I think from a mass market consumer standpoint is important."
The expansion of the services offered by the company, "fits very nicely into the name Continuum, because what it's really about is how do we continue to do things that adds value to our customers," Few said.
For Continuum, geographic market expansion of its existing business lines is a key part of its strategy as well, Few said.
Few noted that the expansion of services may include new physical products, as well as other services to provide customers with more insight and information regarding their energy usage and the overall marketplace.
As Continuum evaluates opportunities to bring additional value to customers, "electricity clearly fits into that as do other products and services," Few said, though he could not at this time provide further specifics about Continuum's intent to enter the retail electric market, which had been first reported by EnergyChoiceMatters.com in February.
Continuum's product expansion, whether it be electricity, demand-side management, or other services, is a, "continuation of us meeting all of the energy needs that our customers have," Few said, another reason the name Continuum was chosen: to reflect the range of services offered by the company.
Few notes that in its existing C&I business, Continuum offers services along the natural gas value chain from wellhead to burner tip, which distinguishes it from retail-only suppliers. Especially with large customers, "we have the opportunity to do direct deals, or other things, with a producer for example and an end use customer that others just don't have the ability to do. So, the name Continuum plays to our ability to participate in the whole value chain and a continuum of what we've been doing for the last 15 years and gives us the ability to do that under one consistent brand name across the country," Few said.
Finally, the new Continuum logo, shown below, draws on the symbol for infinity, conveying, "the notion of being able to provide continuous energy to our customers," Few said.
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June 6, 2014
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Copyright 2010-14 EnergyChoiceMatters.com
Reporting by Paul Ring • ring@energychoicematters.com
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