Power branding

In her new book, Power Branding, Ann Chambers examines marketing and branding of electricity - what it is, how branding takes place, and what its benefits are for electric utilities, marketers, and even natural gas companies allied with the utilities. Ann documents industry leaders who have already taken the plunge and offers lessons drawn from their experiences.

She also takes a look at other formerly regulated industriesairline, telephone, natural gas - and describes how their rebirth as free-market industries may affect the course of electric utilities.