EDF tries to combine the two with this effective slogan, devised by Euro RSCG and first used in January 2008. Crafted to be rhythmically appealing, it plays on two meanings of 'to save'. The first time, it means 'to conserve money'; the second time, 'to rescue' or 'to protect'. EDF, like other energy giants, wants to come across as eco-friendly. In this guise, it knows the only way to fulfil both parts of its slogan at once is to use less energy. But EDF may want you to use less energy, but it wants the energy you do use to come from EDF, so the first part of its slogan also makes a claim about price. And is EDF's energy cheaper? Good luck trying to work that out.
ONE MINUTE BRIEFING: Julian Richer's thriving hi-fi empire is proof that ethical business pays dividends.
FROM THE ARCHIVE: Big data is so yesterday, says Ryan Smith of billion-dollar data firm Qualtrics.
New products, branding and stores help, but changing culture is key when it comes to a successful turnaround.
There are more opportunities for women to progress within organisations says Alison Rose (pictured above) after speaking at the Inspiring Women in Business Conference...
Leadership is about more than superficial charm, says executive coach Susy Roberts.
The former president took time out to listen to people individually. That's as applicable in business as in politics, says customer experience expert Steven Van Belleghem.