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Gazprom Neft
Methane got a brand of its own.
natural gas as a motor fuel, with its own name and identity.Gazprom Neft, 2013 – 2017
Methane, branded like a consumer product.
The model was Europe: in Italy natural gas for cars has a brand of its own, in Germany it is Erdgas. In Russia it became EcoGas, with an identity of its own.
The EcoGas mark as used at Gazprom’s natural-gas filling stations. Source: gazprom-gmt.ru, 2018, via the Wayback Machine
The strategy
A national strategy to move alternative fuels forward.
As one of three executives leading the project, I developed the marketing strategy to unlock an initiative that had stalled for years. Drawing on Italian and German experience, we connected multi-fuel stations, vehicle conversion and the EcoGas brand within a business model centred on a dedicated company, Gazprom Alternative Fuels.
The strategy was approved at the highest corporate and government levels and put into action through a government protocol.
What I built
- 01The strategy for a separate gas-fuel company
- 02EcoGas: methane with an identity of its own
- 03The multi-fuel station concept
- 04The first vehicle-conversion campaign
- 05A certified partner network
The case in three lines
The task
Make natural gas a fuel that drivers choose, and build a business around it.
What I built
With a colleague, the strategy for a separate gas-fuel company, signed at the top and put into practice. Around it: EcoGas, the multi-fuel station, the first conversion campaign and a partner network.
Why it matters here
The same order I use for any brand today: business logic and strategy first, the brand on top of it.
What I did here, you can order
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