Background

Interest in nuclear power as a mainstream energy source is being renewed due to rising energy prices spurred by rapidly increasing demand, combined with growing concerns over global warming from the burning of fossil fuel. Today the nuclear industry is poised for massive expansion. Many countries, especially the affluent, now cite climate change as a means of persuading the electorate to switch to nuclear power, which produces negligible greenhouse-gas emissions. Despite a push in renewable energy sources such as wind and wave power, these currently account for only 2.2% of generation. Currently, nuclear power is the only alternative to fossil fuel that can produce base-load quantities of electricity safely and reliably.

Issue

In this current climate of growing energy demand and environmental concerns, Entergy Corp. announced plans to form a new public company in a bid to capitalize on rising energy prices by spinning off six nuclear plants. Upon launch, the new company created by Entergy, a New Orleans–based utility and the nation’s second-largest U.S. nuclear power generator, will be traded on the NYSE. Entergy also created a 50/50 joint venture management company with the spin-off. The tasks for RiechesBaird were to create and launch two brands in parallel—including name, positioning and communications strategy.

Strategic Insight

Nuclear power is one of the safest, most efficient and most reliable energy sources. However, lingering concerns still remain based on old perceptions of nuclear power. Entergy’s new companies had to overcome old perceptions by openly and directly addressing the global energy situation and the role of nuclear power in that equation. The first of two new brands we created, Enexus, is based on the concept of convergence (nexus) of these dynamics. With a fleet of six nuclear facilities and a combined generating capacity of 5,000 megawatts, Enexus plays a crucial role at the center of the new energy equation.

The joint venture of Entergy and Enexus, named EquaGen, was coined for the equity of expertise that Entergy possesses regarding nuclear power generation. EquaGen is the brand name of a workforce that sets the industry standard for safe and efficient nuclear operations.

Result

Enexus and EquaGen are being prepared for international launch in Q3 2009. Both are being strategically positioned as major players in the industry to capitalize on today’s unparalleled business opportunities in the energy sector.

"RiechesBaird’s creativity, professionalism and communications expertise achieved every goal we established for the project. Its personnel consistently provided valuable, insightful strategic advice about the new companies. And they did so while meeting every deadline we set, staying carefully within the agreed budget and demonstrating a consistently cooperative, positive professional attitude in our relationship.”

Arthur E.F. Wiese, Jr.
Vice President, Corporate Communications
Entergy

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