More Power to You was Entergy’s first branding initiative that united the corporation’s utility jurisdictions (AP&L, MP&L, LP&L and NOPSI) under a single company name. Although the parent company had changed its name from Middle South Utilities to Entergy Corporation in 1989, research conducted five years later showed that a small percentage of customers recognized the new name. The branding initiative positioned Entergy as both a community-based company that knows its customers by name, and a large corporation with the resources necessary to provide the latest technologies and cutting-edge services to customers. Importantly, the multifaceted repositioning program increased brand awareness from 11 percent to more than 90 percent in one year. “More Power to You” won the 1994 Best of Show award from Utility Communicators International.
