“A united group in this unknown environment” With the new millennium in sight, being competitive meant playing a more aggressive game in the utility industry—and for AEC, that meant a new focus on marketing. AEC watched with interest as a powerful trend toward electric utility restructuring occurred in other states but maintained a “very deliberate and cautious approach in Alabama and Florida.” “Electric deregulation is a lot like going to the county fair. There’s lots of excitement, lots of confusion and lots of strange people trying to sell you stuff. But most important of all, there’s lots of stuff you don’t want to step in,” said Ed Short, President, CEO and General Manager of Covington EC and former AEC Board Chairman. While Short’s prediction proved accurate, as evidenced later by California’s deregulation missteps and Enron, AEC moved forward with a message of strength and security.
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Right: The Touchstone Energy balloon travels across the country to build brand recognition and support.