Energy Brand Building | Francis Perrin – Rehlko
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Francis Perrin Advocates for B2B Marketing: Opportunities and Differentiation
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Rehlko’s Chief Brand and Sustainability Officer, Francis Perrin, argues that B2B marketing currently presents more opportunities for marketers than the consumer (B2C) space, citing a focus on product innovation and the challenge of distilling complex technical advantages into compelling unique selling points.
The Appeal of B2B marketing: low-Hanging Fruit and Product Depth
During an appearance on the Marketing Vanguard podcast with Jenny Rooney, Francis perrin explained his preference for B2B marketing, stating it offers “so many opportunities and low hanging fruit.” Perrin encourages B2C marketers to consider transitioning to B2B, highlighting the dynamic nature of product launches and the collaborative process with engineering teams. He described a scenario where engineers present a multitude of reasons why a new product excels, and the marketer’s role is to refine those points into a concise and impactful unique selling proposition (USP).
Perrin’s Career Trajectory: From CPG Giants to Rehlko
Perrin’s career includes meaningful roles at prominent Consumer packaged goods (CPG) companies. He previously held positions at Procter & Gamble (P&G) and L’Oréal,before leading the transformation of Kohler Energy into the autonomous company,Rehlko.This rebrand involved a strategic naming process, creating “Rehlko” as an anagram of “Kohler” to honor the company’s heritage while signaling its new independence.
Prior to Rehlko, Perrin held Chief Marketing Officer (CMO) roles at Bell Brands and Saint Michel, and gained international experience managing global brands and digital innovation at Pernod Ricard.
| Company | Role | Years |
|---|---|---|
| P&G | Various Marketing Roles | (dates unavailable) |
| L’Oréal | various Marketing Roles | (dates unavailable) |
| Pernod Ricard | International Brand & Digital Innovation | (Dates unavailable) |
| Bell Brands | CMO | (Dates unavailable) |
| Saint Michel | CMO | (Dates unavailable) |
| Rehlko | Chief Brand and Sustainability Officer | Present |
Rehlko and the Residential Power Generation Market
Perrin’s current role at Rehlko focuses on brand transformation and innovation within the residential power generation sector. Rehlko operates as a challenger brand, competing against established industry leaders. The company’s strategy, as indicated by Perrin’s comments, centers on leveraging product advantages and effectively communicating those benefits to a B2B audience.