Propane Industry Adopts New Branding Strategy

The Propane Education and Research Council (PERC) announced on August 20 the adoption of a new brand identity for the fuel, including a new logo and tagline: PROPANE Clean American Energy™. The new brand will replace PROPANE Exceptional Energy^® branding.

After conducting research which included surveying residential users (current and prospective customers), landscape contractors, fleet managers, and propane marketers, research participants evaluated a variety of new brand options, as well as the PROPANE Exceptional Energy^® brand. The new brand, PROPANE Clean American Energy™, performed significantly better among all audiences.

The change in the propane brand identity reflects changes in the marketplace, including the following:

The development of new propane technology in a variety of applications has made it an alternative to gasoline and diesel
U.S. propane production has increased significantly
Increased usage and interest from residential customers

The new logo and tagline will be used in all PERC-produced materials and will be made available free of charge to propane providers and OEM partners. The campaign begins September 8. More information is available at propanecomfort.com.

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