Water Utility Branding: What is your Utility’s Personality?

Water Utility Branding

In one of my earliest presentations on water utility marketing, I was asked by a spectator how the invisibility principle relates to the issue of branding for water utilities. My initial answer was that branding is not critical as a perfect water utility is invisible to the customers — other than the physical services they …

Cultural Differences in Promoting Direct Potable Reuse of Sewage

Cultural Differences in Promoting Direct Potable Reuse

Direct Potable Reuse is a hot topic in areas where alternative sources of water are becoming scarce. There is a lot of fear in the industry because customers are not likely to accept this solution readily, due to our learnt attitude towards faecal matter, also known as the Yuck Factor. Cultural Differences in Direct Potable …

Communicating Water’s Value by Melanie Goetz: Book Review

Communicating Water's Value by Melanie Goetz: Book Review

The literature on managing water utilities is dominated by technical tomes on how to implement the latest engineering developments to improve services. Engineers often see marketing as peripheral to their quest to provide a reliable and safe water supply. It is, therefore, a delight to read a book on how to improve services in water utilities using marketing techniques common in other industries.

Dissolve the Three Tap Water Paradoxes or Manage Ambiguity?

Three tap water paradoxes

Through my review of tap water marketing, I have stumbled on three paradoxes: statements that apparently contradict themselves and yet might be correct. Most paradoxes can be resolved. Can we also dissolve the tap water paradoxes? The Water-Diamond Paradox The oldest known water paradox is the paradox of value. Ancient Greek philosopher Plato wrote more …

Weasel Words in Water Utilities: Sanitising Public Language

Weasel Words in Water Utilities: Sanitising Public Language

Weasel words are often used by demagogues, politicians and marketers to disguise what they are saying. A tax becomes a levy, we no longer live, we have a lifestyle and sacking people becomes downsizing. They are weasel words because they suck the meaning out of language, just like a weasel sucks eggs. Some weasel words, …