Most consumption is at the business end of the cable and it is important to understand the branding aspects of the B2B energy consumer. There is a different approach to branding for utilities that are focused on corporate consumers. In the end the brand that markets to businesses is dealing with human beings just like any end-consumer brand but the people making decisions on energy are usually responsible to other stakeholders within the company. “No one ever got fired for choosing IBM” is a term often used but the most important issue is to know how to strategically segment the business to business energy market and find the correct balance between a credible brand and a brand image the company at the other end of the power line can reflect itself in.