Communicating the benefits of reliability for a utility

Utilities are the hardest services to differentiate from a marketing and branding point of view. When was the last time you thought of switching a payroll provider, or an electricity provider?
In the world of IT and technology infrastructure, change is a pretty common theme. What are some themes that are common to all utilities?

• They are talked about only when something goes wrong
• There's not a lot of excitement about the service provider

But in the world of marketing, everything can be differentiated and worked on. You just need to find the unique messaging or pain point. This LinkedIn inmail message from Macquarie Telecom was a stand out for me. I was so impressed that I took a screenshot of the message. The Inmail says it all for me.