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?
Emerging from a challenging period, including reputational impacts from legal disputes, Sumo sought to rebuild its brand with integrity and purpose. Partnering with The Edison Agency, the business set out to redefine its market positioning and reconnect with consumers by addressing their needs, aspirations, and values.
The challenge: to re-establish Sumo as a credible, competitive, and sustainable brand leader. Edison’s strategic approach helped Sumo uncover …