Over the course of the five day ACI Affordable Comfort Conference taking place this week in San Francisco, 2000 residential energy efficiency experts convened to resolve the nagging problem of industry branding. 25 years ago, at the inception of ACI, the collective braintrust of energy efficiency retrofitting chose the dual terms "affordable comfort" and "home performance" as the central brands to describe the work of residential energy efficiency. This week, after extensive research, and 5 years of meetings, workshops and standards committees, the industry reached consensus that the Home Performance label has failed to resonate with mainstream audiences. Research found longstanding language problems have plagued the industry from a marketing standpoint (e.g. that insulation is not sexy, or that energy efficiency needs to be more emotional), and that a comprehensive rebranding was needed.
Following that finding, brand experts were charged with redeveloping a new central term to describe the critically important work of energy efficiency upgrades for the 124 million homes in the US. Key objectives for the new brand were to strike an emotional nerve, and appeal to people's physical/irrational nature. Something that people understand, something that resonates....something that hits them close to home -- right in the gut, if you will.
Without further ado, Energy Circle is proud to be the first to unveil the new and compelling brand of the industry formerly known as Home Performance.