In Episode 4 of The HEX-Files Energy Marketing Podcast, Host Arnaud Dasprez and branding consultant Peter Lyall discuss corporate rebrands in the energy sector. They examine how leadership support, internal momentum, and alignment across teams are essential to a successful rebrand. Peter shares stories from his client work and research, including insights from his ongoing doctoral thesis on branding advice in energy marketing. This episode provides grounded lessons for teams navigating complex rebranding efforts.

Peter Lyall is the Director of Ascent Advisory Services, Doctoral Student, Henley Business School, University of Reading and Former Group Director Strategy at Fifth Ring. Peter is a seasoned consultant in B2B energy branding. He has advised oil and gas majors, clean energy operators, and service contractors. Over the past six years, Peter has focused on academic research around how branding advice is accepted and used within organizations. His work blends consulting experience with real-world insights from both the agency and client side.

In this episode, expect to learn:

• When and why companies should consider a rebrand.
• The business risks of superficial or ego-driven rebranding.
• What internal alignment and leadership support look like.
• How brand efforts can impact staff, stakeholders, and business value.
• Key findings from Peter’s doctoral research on branding advice.

Episode Breakdown:

[00:00] - Teaser

[01:00] - Introduction of Podcast & Guest Peter Lyall

[03:49] - When a Company Should Rebrand

[05:40] - Rebrand Outcomes: Good and Bad

[07:21] - Energy Rebrand Success Stories

[12:00] - Measuring a Rebrand’s Impact

[15:45] - Insights from Peter’s Doctoral Research

[20:22] - Four Drivers of Rebrand Success

[27:34] - Internal Buy-In and MarCom Roles

[33:45] - Importance of Internal Momentum in B2B Rebrands

[43:02] - Best Practices for External Rollout

[46:33] - Final Reflections & Where to Reach Peter

Follow our Guest Peter Lyall on:

LinkedIn: https://www.linkedin.com/in/peter-lyall-ab93b22/

Follow Host Arnaud Dasprez on:

• LinkedIn: https://www.linkedin.com/in/arnaud-dasprez-3a949a/
• Facebook: https://www.facebook.com/arnaud.dasprez
• Instagram: https://www.instagram.com/arnauddasprez/

Follow the Podcast:

• Follow on LinkedIn: https://www.linkedin.com/company/hexagroup/
• Visit the Hexagroup Website: