It’s a common trope beloved by PRs and headline writers alike. When seeking to explain the benefits of a new product or service, businesses seek to compare it with something else that’s equally shiny and new but, crucially, something that’s already caught the public imagination. So the new but unknown service becomes the iPhone, the Uber or the Bitcoin of the industry in which the unknown start-up operates. The result? Credibility, understanding and brand recognition by association. Or at least that’s the hope.
So when Open Energi, pioneers in demand-side smart energy technology, wanted to tell its story to a mainstream audience, it reached for something suitably zeitgeisty: the sharing economy.
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