---
title: EnergyWire | A blog by KSV | Customer-Centric Marketing (2)
description: Customer-Centric Marketing | EnergyWire is KSV’s  bimonthly insight into the consumer mindset when it comes to all things sustainability. It’s an honest conversation on the reality of their perceptions and motivations, and how mission-driven brands can use this insight to successfully engage customers. (2)
---

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## [Two Lessons All Brands Can Learn from Clean Beauty](https://blogs.ksvc.com/energy-wire/clean-beauty-two-lessons)

 Posted by [Energy Wire](https://blogs.ksvc.com/energy-wire/author/valentineerb) on August 24, 2021 at 10:00 AM

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[![](https://blogs.ksvc.com/hubfs/michela-ampolo-7tDGb3HrITg-unsplash.jpg)](https://blogs.ksvc.com/energy-wire/clean-beauty-two-lessons)

Today’s consumers are clamoring for the brands they support to[be a part of creating a better, more sustainable future](https://blogs.ksvc.com/energy-wire/messaging-your-mission-part-one-the-why). This is readily apparent when it comes to the[beauty industry](https://pebblemag.com/magazine/living/clean-beauty-movement), which after decades of creating countless enemies and being one of many major contributors to the climate crisis, has undergone a period of serious self-discovery and a very public, consumer-driven transformation journey.

[Read More](https://blogs.ksvc.com/energy-wire/clean-beauty-two-lessons)

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 Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [B Corporation](https://blogs.ksvc.com/energy-wire/topic/b-corporation), [Climate Change](https://blogs.ksvc.com/energy-wire/topic/climate-change), [Branding and Brand Value](https://blogs.ksvc.com/energy-wire/topic/branding-and-brand-value), [Sustainability Marketing](https://blogs.ksvc.com/energy-wire/topic/sustainability-marketing), [D2C](https://blogs.ksvc.com/energy-wire/topic/d2c), [Marketing Strategy and Best Practices](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices), [Sustainable Brands](https://blogs.ksvc.com/energy-wire/topic/sustainable-brands)

## [The Ultimate Consideration for the Ever-Changing Customer Journey](https://blogs.ksvc.com/energy-wire/ultimate-consideration-for-todays-customer-journey)

 Posted by [Shaina Kaye](https://blogs.ksvc.com/energy-wire/author/shaina-kaye) on July 22, 2021 at 10:57 AM

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[![](https://blogs.ksvc.com/hubfs/pexels-anthony-shkraba-production-8374288.jpg)](https://blogs.ksvc.com/energy-wire/ultimate-consideration-for-todays-customer-journey)

An annual quick Google search will tell you that customers are different. They have different priorities, different concerns and higher expectations. Those differences significantly affect the customer journey, or the total sum of experiences that customers go through when interacting with your company and brand. 

[Read More](https://blogs.ksvc.com/energy-wire/ultimate-consideration-for-todays-customer-journey)

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 Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [Digital Transformation and User Experience](https://blogs.ksvc.com/energy-wire/topic/digital-transformation-and-user-experience), [Research](https://blogs.ksvc.com/energy-wire/topic/research), [Branding and Brand Value](https://blogs.ksvc.com/energy-wire/topic/branding-and-brand-value), [Sustainability Marketing](https://blogs.ksvc.com/energy-wire/topic/sustainability-marketing), [Marketing Strategy and Best Practices](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices)

## [Industry Expert Interview with Bobby McConnell, Vice President, Head of Sales and Customer Experience at Gaia Herbs](https://blogs.ksvc.com/energy-wire/bobby-mcconnell-expert-interview)

 Posted by [Shaina Kaye](https://blogs.ksvc.com/energy-wire/author/shaina-kaye) on April 30, 2021 at 10:15 AM

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[![](https://blogs.ksvc.com/hubfs/Bobby_McConnell_Headshot.jpg)](https://blogs.ksvc.com/energy-wire/bobby-mcconnell-expert-interview)

Last fall we had the opportunity to sit down with Bobby McConnell, the Vice President and Head of Sales and Customer Experience at [Gaia Herbs](https://www.gaiaherbs.com/), a leading natural herbs and wellness brand and fellow B Corp. At the time of our conversation, Bobby had just recently joined the Gaia team, where he currently leads both the sales function of the organization and customer experience for both the brand’s brick-and-mortar and e-commerce outlets.

[Read More](https://blogs.ksvc.com/energy-wire/bobby-mcconnell-expert-interview)

 0 Comments [Click here to read/write comments](https://blogs.ksvc.com/energy-wire/bobby-mcconnell-expert-interview#comments-listing)

 Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [B Corporation](https://blogs.ksvc.com/energy-wire/topic/b-corporation), [Industry Expert Interviews](https://blogs.ksvc.com/energy-wire/topic/industry-expert-interviews), [Branding and Brand Value](https://blogs.ksvc.com/energy-wire/topic/branding-and-brand-value)

## [When it Comes to Making Sustainable Choices, What Triggers Change?](https://blogs.ksvc.com/energy-wire/what-triggers-change)

 Posted by [Shaina Kaye](https://blogs.ksvc.com/energy-wire/author/shaina-kaye) on April 16, 2021 at 9:56 AM

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[![](https://blogs.ksvc.com/hubfs/the-humble-co-cADflhZzgyo-unsplash.jpg)](https://blogs.ksvc.com/energy-wire/what-triggers-change)

To say that a lot is happening in the world to inspire change right now would be an understatement: a call for social justice, an all-out last-ditch effort to gain a sense of normalcy back from the hands of COVID-19, and more momentum than ever before to take action against the effects of climate change and reverse the impact of centuries of environmental damage caused by waste generation, overconsumption, and rampant pollution. 

All around us, we are seeing change happen on a massive scale. But if there’s one thing we know from years of working to trigger individual behavior change, it’s that small choices add up to create impact over time. Choosing to use reusable bags over plastic, switching out a fossil fuel heating system for an electric heat pump, opting to compost instead of trashing food waste, taking the first step to learn about [community solar](https://blogs.ksvc.com/energy-wire/new/customer/video/spreading/joy/with/community/solar), or even making the effort to purchase clean beauty products over those with potentially harmful and toxic ingredients… all of these choices add up in the long run, even if, at the most individual level, it doesn’t seem like *that* big of a deal.

[Read More](https://blogs.ksvc.com/energy-wire/what-triggers-change)

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 Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [B Corporation](https://blogs.ksvc.com/energy-wire/topic/b-corporation), [Research](https://blogs.ksvc.com/energy-wire/topic/research), [Climate Change](https://blogs.ksvc.com/energy-wire/topic/climate-change), [Sustainability Marketing](https://blogs.ksvc.com/energy-wire/topic/sustainability-marketing), [Marketing Strategy and Best Practices](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices), [Climate and Social Justice](https://blogs.ksvc.com/energy-wire/topic/climate-and-social-justice)

## [Creative Showcase: Spreading the Word About Hunger](https://blogs.ksvc.com/energy-wire/creative-showcase-hfvt-vf)

 Posted by [Shaina Kaye](https://blogs.ksvc.com/energy-wire/author/shaina-kaye) on February 16, 2021 at 2:33 PM

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[![](https://blogs.ksvc.com/hubfs/_DSC2551%20(1).jpg)](https://blogs.ksvc.com/energy-wire/creative-showcase-hfvt-vf)

In Vermont, nearly 30 percent of residents have experienced food insecurity since the start of the pandemic – up from one in 10 pre-pandemic – but they aren’t seeking public assistance. Many people either don’t know they qualify for help or are struggling to get past the stigma of asking for it. 

[Read More](https://blogs.ksvc.com/energy-wire/creative-showcase-hfvt-vf)

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 Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [Creative](https://blogs.ksvc.com/energy-wire/topic/creative), [Vermont](https://blogs.ksvc.com/energy-wire/topic/vermont), [Media Strategy and Best Practices](https://blogs.ksvc.com/energy-wire/topic/media-strategy-and-best-practices), [Marketing Strategy and Best Practices](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices)

## [Future-Proofing for 2021 Starts with Sustainability](https://blogs.ksvc.com/energy-wire/future-proofing-for-2021)

 Posted by [Shaina Kaye](https://blogs.ksvc.com/energy-wire/author/shaina-kaye) on December 10, 2020 at 11:21 AM

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[![](https://blogs.ksvc.com/hubfs/nathan-dumlao-Yy6aBfhOwJc-unsplash.jpg)](https://blogs.ksvc.com/energy-wire/future-proofing-for-2021)

If you’ve lived and worked through 2020, then the phrase “future-proofing” may sound like the biggest oxymoron of them all. If 2020 taught us anything, it is that plans change. Pivots are necessary. And planning for the future can sometimes mean planning to keep your business’s doors open for just one more day. Who has time to future-proof their business for next year when they’re just trying to survive 2020?

[Read More](https://blogs.ksvc.com/energy-wire/future-proofing-for-2021)

 0 Comments [Click here to read/write comments](https://blogs.ksvc.com/energy-wire/future-proofing-for-2021#comments-listing)

 Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [Innovation](https://blogs.ksvc.com/energy-wire/topic/innovation), [B Corporation](https://blogs.ksvc.com/energy-wire/topic/b-corporation), [Clean Energy](https://blogs.ksvc.com/energy-wire/topic/clean-energy), [Climate Change](https://blogs.ksvc.com/energy-wire/topic/climate-change), [Content Marketing](https://blogs.ksvc.com/energy-wire/topic/content-marketing), [Inspiration](https://blogs.ksvc.com/energy-wire/topic/inspiration), [Branding and Brand Value](https://blogs.ksvc.com/energy-wire/topic/branding-and-brand-value), [Sustainability Marketing](https://blogs.ksvc.com/energy-wire/topic/sustainability-marketing), [Creative](https://blogs.ksvc.com/energy-wire/topic/creative), [D2C](https://blogs.ksvc.com/energy-wire/topic/d2c), [In the News](https://blogs.ksvc.com/energy-wire/topic/in-the-news)

## [2020 Thanksgiving Round Up](https://blogs.ksvc.com/energy-wire/2020-thanksgiving-roundup)

 Posted by [Shaina Kaye](https://blogs.ksvc.com/energy-wire/author/shaina-kaye) on November 25, 2020 at 10:17 AM

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[![](https://blogs.ksvc.com/hubfs/KSV%20Pie%20Gif%20300px.gif)](https://blogs.ksvc.com/energy-wire/2020-thanksgiving-roundup)

Happy almost Thanksgiving! As we inch another day closer to a [holiday season](https://blogs.ksvc.com/energy-wire/part-one-pre-holiday-planning) unlike any other,  the team at KSV can’t help but reflect on all that we have to be grateful for. Even in a year where so much has been turned upside down, we find ourselves finishing each day with gratitude for what has remained the same: inspiring clients, innovative colleagues and a community dedicated to creating a better future. 

As we prepare for a 2020-style Thanksgiving, we’d like to share a few stories bringing us an extra dose of inspiration this week, in the hopes that they do the same for all of you:

[**Brands Are Using Black Friday Boycotts to Highlight Sustainability Initiatives**](https://www.glossy.co/fashion/brands-are-using-black-friday-boycotts-to-highlight-sustainability-initiatives/): Although several brands will spend Black Friday and the weeks after touting promotions and deep discounts, several others are switching things up this year, using the high-profile moment as an opportunity to highlight ongoing sustainability initiatives. For brands like [Freitag](https://www.freitag.ch/en), this means shining a spotlight on their newly launched bag swap platform, which allows customers to exchange backpacks and messenger bags with other customers as a way to encourage a second-life for a high quality product while also reducing waste.

[**This is Our Chance to Reclaim Cities From Cars**](https://www.outsideonline.com/2418853/reclaim-cities-from-cars): One positive thing that came out of the COVID-19 pandemic? A more bikeable, walkable and cleaner urban America. Reimagining public spaces has consistently been a part of the conversation around how urban areas rebuild in the wake of the virus. This article takes it a step further, painting a hopeful picture for the future of cities.

[**25 US Cities Land on CDP ‘A List:’**](https://www.smartcitiesdive.com/news/25-us-cities-land-on-cdp-2020-a-list/589055/) In spite of both the havoc wrought by the coronavirus and little-to-no support at the federal level, several cities in the US were recognized by the [CDP](https://www.cdp.net/en/cities/cities-scores) for making progress toward their climate action goals. Progress from cities like Cleveland, OH and San Antonio, TX highlight just how, in the absence of national guidance, impactful and important state and municipal level initiatives toward carbon emissions reductions and the adoption of clean energy technologies can be in ensuring a better, brighter and cleaner future.

[**Oreo’s Proud Parent**](https://www.youtube.com/watch?v=EpfLklSG2dQ) ad is a moving, resonant reminder that a loving world, no matter how complicated, starts with a loving home. 

[Read More](https://blogs.ksvc.com/energy-wire/2020-thanksgiving-roundup)

 0 Comments [Click here to read/write comments](https://blogs.ksvc.com/energy-wire/2020-thanksgiving-roundup#comments-listing)

 Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [Innovation](https://blogs.ksvc.com/energy-wire/topic/innovation), [Clean Energy](https://blogs.ksvc.com/energy-wire/topic/clean-energy), [Climate Change](https://blogs.ksvc.com/energy-wire/topic/climate-change), [Content Marketing](https://blogs.ksvc.com/energy-wire/topic/content-marketing), [Inspiration](https://blogs.ksvc.com/energy-wire/topic/inspiration), [Branding and Brand Value](https://blogs.ksvc.com/energy-wire/topic/branding-and-brand-value), [Sustainability Marketing](https://blogs.ksvc.com/energy-wire/topic/sustainability-marketing), [Creative](https://blogs.ksvc.com/energy-wire/topic/creative), [D2C](https://blogs.ksvc.com/energy-wire/topic/d2c), [In the News](https://blogs.ksvc.com/energy-wire/topic/in-the-news)

## [Three Things to Keep In Mind for the 2020 Holiday Season, Part Three](https://blogs.ksvc.com/energy-wire/part-three-pre-holiday-planning)

 Posted by [Shaina Kaye](https://blogs.ksvc.com/energy-wire/author/shaina-kaye) on November 12, 2020 at 11:50 AM

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[![](https://blogs.ksvc.com/hubfs/brooke-lark-W1B2LpQOBxA-unsplash.jpg)](https://blogs.ksvc.com/energy-wire/part-three-pre-holiday-planning)

We kicked off this three-part series a few weeks back, diving into the importance of brands approaching the 2020 holiday season with a [clear focus on reality](https://blogs.ksvc.com/energy-wire/part-one-pre-holiday-planning). We then turned our attention to the [value of flexibility](https://blogs.ksvc.com/energy-wire/part-two-pre-holiday-planning-0) in brands’ marketing strategies as a way to better serve and support current and future customers in the months ahead.  

This week, we’re concluding the series with one final consideration for brands that are planning, fine-tuning and executing their holiday strategies: incorporating personalization into the holiday shopping experience. 

[Read More](https://blogs.ksvc.com/energy-wire/part-three-pre-holiday-planning)

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 Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [Innovation](https://blogs.ksvc.com/energy-wire/topic/innovation), [Content Marketing](https://blogs.ksvc.com/energy-wire/topic/content-marketing), [Branding and Brand Value](https://blogs.ksvc.com/energy-wire/topic/branding-and-brand-value), [Creative](https://blogs.ksvc.com/energy-wire/topic/creative), [D2C](https://blogs.ksvc.com/energy-wire/topic/d2c), [Marketing Strategy and Best Practices](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices)

## [Three Things to Keep In Mind for the 2020 Holiday Season, Part Two](https://blogs.ksvc.com/energy-wire/part-two-pre-holiday-planning-0)

 Posted by [Shaina Kaye](https://blogs.ksvc.com/energy-wire/author/shaina-kaye) on October 30, 2020 at 10:36 AM

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[![](https://blogs.ksvc.com/hubfs/element5-digital-HnyPuEgW0O8-unsplash-1.jpg)](https://blogs.ksvc.com/energy-wire/part-two-pre-holiday-planning-0)

Recently we shared the first post in our three-part series highlighting a few considerations brands of all shapes and sizes should focus on to better serve and support current and future customers in the months ahead.  

[Read More](https://blogs.ksvc.com/energy-wire/part-two-pre-holiday-planning-0)

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 Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [Innovation](https://blogs.ksvc.com/energy-wire/topic/innovation), [Content Marketing](https://blogs.ksvc.com/energy-wire/topic/content-marketing), [Branding and Brand Value](https://blogs.ksvc.com/energy-wire/topic/branding-and-brand-value), [Creative](https://blogs.ksvc.com/energy-wire/topic/creative), [D2C](https://blogs.ksvc.com/energy-wire/topic/d2c), [Marketing Strategy and Best Practices](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices)

## [Three Things to Keep In Mind for the 2020 Holiday Season, Part One.](https://blogs.ksvc.com/energy-wire/part-one-pre-holiday-planning)

 Posted by [Shaina Kaye](https://blogs.ksvc.com/energy-wire/author/shaina-kaye) on October 15, 2020 at 2:48 PM

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[![](https://blogs.ksvc.com/hubfs/mai-truong-E-2skRB88KI-unsplash.jpg)](https://blogs.ksvc.com/energy-wire/part-one-pre-holiday-planning)

No matter how blurry the concept of time feels these days, the holiday season is inevitably and speedily approaching. In years prior, the impending holiday season would have meant a ramp up in in-store product promotions, email marketing campaigns and an influx of television advertisements. 

[Read More](https://blogs.ksvc.com/energy-wire/part-one-pre-holiday-planning)

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 Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [Innovation](https://blogs.ksvc.com/energy-wire/topic/innovation), [Content Marketing](https://blogs.ksvc.com/energy-wire/topic/content-marketing), [Branding and Brand Value](https://blogs.ksvc.com/energy-wire/topic/branding-and-brand-value), [Creative](https://blogs.ksvc.com/energy-wire/topic/creative), [D2C](https://blogs.ksvc.com/energy-wire/topic/d2c), [Marketing Strategy and Best Practices](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices)

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### [EnergyWire](https://blogs.ksvc.com/energy-wire)

EnergyWire is KSV’s weekly insight into the consumer mindset when it comes to energy. It’s an honest conversation on the reality of their perceptions and motivations, and how energy services companies can use this insight to successfully engage customers.

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### Recent Posts

### Topics

- [Customer-Centric Marketing (215)](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing)
- [Utility Communications (183)](https://blogs.ksvc.com/energy-wire/topic/utility-communications)
- [Marketing Strategy and Best Practices (158)](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices)
- [Innovation (156)](https://blogs.ksvc.com/energy-wire/topic/innovation)
- [Digital Transformation and User Experience (100)](https://blogs.ksvc.com/energy-wire/topic/digital-transformation-and-user-experience)
- [Audience Segmentation (88)](https://blogs.ksvc.com/energy-wire/topic/audience-segmentation)
- [Data and Analytics (83)](https://blogs.ksvc.com/energy-wire/topic/data-and-analytics)
- [Energy Efficiency (76)](https://blogs.ksvc.com/energy-wire/topic/energy-efficiency)
- [Clean Energy (61)](https://blogs.ksvc.com/energy-wire/topic/clean-energy)
- [Branding and Brand Value (58)](https://blogs.ksvc.com/energy-wire/topic/branding-and-brand-value)
- [Research (49)](https://blogs.ksvc.com/energy-wire/topic/research)
- [Climate Change (48)](https://blogs.ksvc.com/energy-wire/topic/climate-change)
- [Inspiration (47)](https://blogs.ksvc.com/energy-wire/topic/inspiration)
- [Sustainability Marketing (47)](https://blogs.ksvc.com/energy-wire/topic/sustainability-marketing)
- [B Corporation (38)](https://blogs.ksvc.com/energy-wire/topic/b-corporation)
- [Content Marketing (37)](https://blogs.ksvc.com/energy-wire/topic/content-marketing)
- [Climate and Social Justice (35)](https://blogs.ksvc.com/energy-wire/topic/climate-and-social-justice)
- [Creative (34)](https://blogs.ksvc.com/energy-wire/topic/creative)
- [In the News (31)](https://blogs.ksvc.com/energy-wire/topic/in-the-news)
- [Smart Technology (24)](https://blogs.ksvc.com/energy-wire/topic/smart-technology)
- [Social Media Strategy and Best Practices (23)](https://blogs.ksvc.com/energy-wire/topic/social-media-strategy-and-best-practices)
- [Company Culture (19)](https://blogs.ksvc.com/energy-wire/topic/company-culture)
- [Media Strategy and Best Practices (19)](https://blogs.ksvc.com/energy-wire/topic/media-strategy-and-best-practices)
- [Industry Expert Interviews (13)](https://blogs.ksvc.com/energy-wire/topic/industry-expert-interviews)
- [Sustainable Brands (13)](https://blogs.ksvc.com/energy-wire/topic/sustainable-brands)
- [B2B marketing (12)](https://blogs.ksvc.com/energy-wire/topic/b2b-marketing)
- [Electrification (12)](https://blogs.ksvc.com/energy-wire/topic/electrification)
- [Creative Showcase (10)](https://blogs.ksvc.com/energy-wire/topic/creative-showcase)
- [Energy Storage (9)](https://blogs.ksvc.com/energy-wire/topic/energy-storage)
- [AI (7)](https://blogs.ksvc.com/energy-wire/topic/ai)
- [D2C (7)](https://blogs.ksvc.com/energy-wire/topic/d2c)
- [Artificial Intelligence (6)](https://blogs.ksvc.com/energy-wire/topic/artificial-intelligence)
- [Vermont (6)](https://blogs.ksvc.com/energy-wire/topic/vermont)
- [Branding (5)](https://blogs.ksvc.com/energy-wire/topic/branding)
- [Case Study (5)](https://blogs.ksvc.com/energy-wire/topic/case-study)
- [Brand Activations (3)](https://blogs.ksvc.com/energy-wire/topic/brand-activations)
- [SEO (2)](https://blogs.ksvc.com/energy-wire/topic/seo)
- [Search (2)](https://blogs.ksvc.com/energy-wire/topic/search)
- [Augmented Reality (1)](https://blogs.ksvc.com/energy-wire/topic/augmented-reality)
- [Digital Video (1)](https://blogs.ksvc.com/energy-wire/topic/digital-video)
- [OOH (1)](https://blogs.ksvc.com/energy-wire/topic/ooh)
- [Paid Search (1)](https://blogs.ksvc.com/energy-wire/topic/paid-search)

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