Marketing Vanguard — Episode Summary
Episode Title: From Heritage to Innovation: Building a Global Energy Brand with Francis Perrin, Chief Brand and Sustainability Officer of Relco
Release Date: September 26, 2025
Host: Jenny Rooney (Adweek)
Guest: Francis Perrin (Chief Brand and Sustainability Officer, Relco)
Special Sidebar Guest: Jenny Weber (CMO, Best Buy)

Episode Overview

This episode spotlights Francis Perrin, Chief Brand and Sustainability Officer of Relco, a newly independent energy solutions provider spun out of Kohler. The discussion centers on building a global energy brand with deep heritage, sustaining innovation, orchestrating a major rebrand, and embedding sustainability into the business and brand narrative. Sidebars include a segment on retail media innovation with Jenny Weber of Best Buy.

Key Discussion Points & Insights

1. Francis Perrin’s Global Career Journey & Brand Building Principles

(02:20 - 03:59)

• Perrin traces his marketing start at P&G, then moves through international roles at L’Oréal and Pernod Ricard, before shifting to B2B with Kohler.
• Emphasizes how foundational CPG discipline and global brand stewardship influenced his strategic approach.
• “It's funny because that really stuck with me. [At P&G] They really trained you really well.” — Francis Perrin (02:26)
• Relco is described as “a hundred-year-old startup,” marrying heritage and entrepreneurship.

2. Kohler’s Heritage & the Birth of Relco

(04:13 - 07:25)

• Kohler’s surprising reach in hospitality, golf, and, crucially, energy—dating to early 20th-century engine and generator manufacturing for off-grid farmers.
• Kohler Energy powered early Hollywood studios, supported Antarctic exploration, and played roles in WWII.
• In a strategic pivot, Kohler spins off its energy business as Relco; Perrin’s remit included separating from the historic parent while maintaining equity.
• “We want to be out there. We want to drive awareness of what we do and the strategic part of it. There's a lot of value creation just in the narrative, in our storytelling.” — Francis Perrin (06:29)

3. Decoding the Relco Brand & Rebrand Strategy

(07:25 - 08:52)

• “Relco” is an anagram of Kohler, subtly linking to the heritage. “RE” stands for resilience and reinvention; “KO” nods to Kohler.
• Legal and brand considerations made the rebrand a complex, intentional act—balancing continuity with the need for a distinct, forward-looking identity.
• “It’s also modern. It sounds good. ... Legally, it worked in all of our markets as we’re a global company.” — Francis Perrin (07:58)

4. Measuring Brand Progress—Heritage & Innovation

(08:52 - 09:58)

• Leveraging P&G-style disciplined brand tracking with distributors and dealers: awareness, trust, leadership in energy solutions.
• “That then makes it easy to talk to a CEO or to the C-suite or to our shareholders. Because you’re coming in with facts.” — Francis Perrin (09:45)

5. Canadian Roots & Diplomacy in Global Marketing

(10:23 - 10:59)

• Perrin reflects on being seen as American in Europe, French in the US, and ultimately draws on Canadian diplomacy to unify teams.
• “We’re very polite and diplomat. ... It’s part of my style, trying to drive people to agree together in a positive way. Seeing the glass half full instead of half empty.” — Francis Perrin (10:34)

6. Navigating Polarization & Staying Above Politics in Energy

(11:21 - 11:52)

• The energy sector’s political charge requires steadfast strategic focus and apolitical posture.
• “Frankly, I don’t think it’s our role to get into politics.” — Francis Perrin (11:41)

7. “Resilience is Reinvention”: Relco’s Foundational Campaign

(11:52 - 13:50)

• The campaign’s core message: Kohler Energy is now Relco—owning the word “resilience” in category.
• Relco is an industrial leader for hospitals, data centers, etc., but a challenger in North American home generators (6% market penetration vs. 30%+ for alarms).
• “We provide power where and when the grid doesn’t. ... It’s at the heart of what we do.” — Francis Perrin (12:19)
• Excitement about being a challenger and growing share in consumer/home space.

Sidebar: Retail Media Innovation with Jenny Weber, CMO of Best Buy

(13:50 - 17:51)

• Best Buy, an “OG” in retail media networks, invests in partnerships, tech, and consumer-focused strategy (“We Got Next” campaign).
• Weber: “We want to be a world class retailer ... now we are expanding to be a media company as well.” (15:17)
• Tech is intertwined with culture; Best Buy leverages this to stay relevant and offer innovative ad solutions.

8. Challenger Mindset, Focus, and Differentiation in B2B

(17:51 - 19:23)

• Relco focuses uniquely on energy resilience, unlike broader competitors (e.g., Caterpillar, Cummins).
• Perrin brings B2C creativity into a B2B, engineer-dominated space, seeking to stand out amid a “sea of sameness.”

9. Organizational Design, Talent, and Agency Relationships

(19:45 - 21:58)

• Standing up Relco meant starting with a “blank sheet”—breaking down silos, unifying brand presence, centralizing enterprise marketing, and using agencies selectively for strategic/creative edge.
• “We had three of our businesses with different stands that looked different and I’m not kidding.” — Francis Perrin (19:55)
• Global governance borrowed from L’Oréal and Pernod Ricard: local empowerment, central ownership.

10. Attracting Talent & Building Employer Brand

(22:40 - 23:17)

• Relco’s employer brand is a work in progress, anchored on purpose and values: “create energy solutions for a better world,” with intentionality.
• Startup energy and purpose-driven mission are critical to talent attraction, especially as a B2B player.

11. Sustainability as a Core Business and Brand Lever

(23:08 - 23:53)

• Sustainability is embedded not just as a function but into Perrin’s role/title and the narrative.
• “By embedding it in the brand, we’re able to make sure everyone’s working on it in the C-suite. ... I think we’re better at marketing sustainability, which is important.” — Francis Perrin (23:27)

12. Looking Ahead: Growth, Data Centers, Focused B2B Media

(24:54 - 26:03)

• Enormous opportunity in backup power for data centers driven by the AI boom—"like a new gold rush."
• Relco is scaling operations to meet future demand (“taking orders for 2027”).
• “We need to step up our marketing story ... showing up in all the right trade shows and telling our Relco story.” — Francis Perrin (25:45)

13. Why B2B Marketing is Exciting

(26:08 - 26:44)

• For resourceful marketers, B2B offers low-hanging creative and strategic fruit—especially for those used to B2C.
• “I would encourage any B2C marketer to consider making the move.” — Francis Perrin (26:13)

14. Mentors and the Power of Global Marketing Community

(26:57 - 27:51)

• Perrin names Phil Clement (CEO, World Business Chicago; former CMO at Aon and Johnson Controls) as a peer and mentor, highlighting the value of cross-industry marketing wisdom.

Memorable Quotes & Moments

• “We don't want to be perceived as just a manufacturer of engines and generators. We want to be a global, innovative, technological energy solution provider.” — Francis Perrin (00:30)
• “[Relco is] a hundred year-old startup.” — Francis Perrin (03:57)
• “It's a name with some Easter eggs in it.” — Jenny Rooney (08:27)
• “We provide power where and when the grid doesn't. That's a way to look at our business.” — Francis Perrin (12:19)
• “Being purpose-driven, we have a clear purpose: create energy solutions for a better world.” — Francis Perrin (23:02)
• “Data centers are being built. They all need backup power solutions ... We're taking orders for 2027 right now.” — Francis Perrin (25:13)
• “Because there's so much opportunities in low hanging fruit…any B2C marketer [should] consider making the move [to B2B].” — Francis Perrin (26:10)

Key Timestamps

• Career journey and Relco’s startup mindset — 02:20-03:59
• Kohler heritage and energy business rebrand — 04:13-08:52
• Brand tracking and strategy discipline — 08:52-09:58
• Canadian background and inclusive leadership style — 10:23-10:59
• Campaign: Resilience is Reinvention — 11:52-13:50
• Sidebar: Jenny Weber on Best Buy’s retail media network — 13:50-17:51
• Differentiating in B2B, challenger mindset — 18:30-19:23
• Organizational design, agency approach — 19:45-21:58
• B2B talent, employer brand, and sustainability integration — 22:40-23:53
• Growth areas: data centers and industry positioning — 24:54-26:03
• Mentors and cross-industry influence — 26:57-27:51

Episode Tone & Style

Insightful yet approachable, blending deep marketing strategy with candid leadership narratives. Perrin’s perspective is analytical and expansive, always tying decisions back to heritage, data, and rigorous marketing best practices—infused with optimism, humility, and respect for legacy and innovation alike. The dialogue is brisk, collegial, and peppered with memorable metaphors (“hundred-year-old startup”; “sea of sameness”).

For listeners interested in:

• Rebranding and brand architecture post spin-off
• Balancing heritage with modern innovation
• Embedding sustainability within the brand function
• Applying consumer marketing discipline in B2B markets
• Strategic talent, organization, and agency design

This episode delivers practical, actionable insight for leaders at every stage of the brand building journey—whether preserving legacy, creating from scratch, or navigating disruption.