1. How Important is 'Brand Power' in the World of Energy Storage?

    How Important is 'Brand Power' in the World of Energy Storage?

    In mid-2017, IKEA announced that it would be ‘launching’ a battery storage offering to sell alongside its solar panels in the UK. The week previous to this announcement, Siemens – another household name – announced that it would be joining forces with AES to create Fluence, a company focusing on the global energy storage industry. The press release by IKEA was viewed by many in the industry as a big deal, with many excited that such a well-known consumer brand could be ready to push storage into the UK market.

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