Entrepreneurship

Once recognised for its boldness and vitality, Sumo had lost its spark, struggling to stand out in a competitive Australian energy market. Over time, fragmented branding and inconsistent expressions had eroded consumer recognition and internal alignment, leaving their marketing ecosystem disjointed and ineffective. Faced with increasing competition and a lack of strategic direction, Sumo reached a pivotal moment of introspection under renewed board and executive leadership. This prompted fundamental questions: Who are we? What do we stand for? Why does it matter to our customers?