Northeast Utilities Pulling Plug On Its Own Name
HARTFORD, Conn. (CBSNewYork/AP) -- Northeast Utilities is adopting a new name as part of a rebranding effort.
The utility, based in Hartford and Boston, will be known beginning on Feb. 2 as Eversource Energy.
The parent company of Connecticut Light & Power said it launched an internal initiative in 2013 focusing on integrating its electric and gas companies and improving customer service. It included options for the utility's brand as it worked to integrate the company in Connecticut, Massachusetts and New Hampshire.
Northeast Utilities Working On Rebranding, New Name
It appears the company wants to embark on the campaign to eradicate its past image, including sometimes a slow response to utility outages, WCBS 880 Connecticut Bureau Chief Fran Schneidau reported.
Before the new name was revealed, Sen. Richard Blumenthal, often a critic of the utility, applauded the effort.
"My hope is that price and performance -- not just name or brand -- will improve because this company has the most expert, dedicated and hardworking folks in the world on the ground," the Democrat told Schneidau.
Northeast Utilities closed its $5 billion purchase of NStar in April 2012, creating one of the biggest utilities in the United States. Its other subsidiaries include NU Transmission, Western Massachusetts Electric Co., Public Service of New Hampshire, NSTAR Electric and Gas and Yankee Gas Services Co.
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