Brand Power and Energy

While the basics of branding are the same for electricity and bananas, there are key differences needed to approach energy consumers. This track will give you a sense of why branding is a necessary step in the evolution of energy and how utilities, cities and brand experts are striving for customer centricity. 

Key themes to be covered include; 

  • Branding Electricity vs Branding Consumers Goods
  • Branding Intangible Commodities & Branding beyond retail
  • Defining the Next Generation Energy Brand - 21st Century DNA
  • Brand power, shared values and clean energy 

The energy sector has remained unchanged for a century and has stood largely for a guarantee of supply. However the game is changing, with digitisation, competition and distributed generation eating away at the status quo. The sector will need to re-evaluate and have a fundamentally different relationship with the new pro-active and empowered consumers.

Insights in this track will give you a sense for what to expect at CHARGE 2016, the World's first Energy Branding Conference, and premium meeting point for energy professionals, marketers & branding experts seeking to transform utilities into brands that relevant in the 21st century.

Live Webinars

Brand Power is Your Customer Engagement Front-Line

Broadcast Date: Thu 03 Mar 10:00 UTC


Forget customer engagement, disruption, innovation and advertising. These buzzwords mean nothing for energy if they are not delivered by a well-founded branding activities.


  • Dr Fridrik R. Larsen

    CEO


Forget customer engagement, disruption, innovation and advertising. These buzzwords mean nothing for energy if they are not delivered by a well-founded branding activities.

A brand is more than a logo in the letterhead. A brand is the way the consumers defines the company based on their perception. Branding are the steps taken to create a favorable perception, a philosophy that defines the entire organization. Energy companies still need to connect to a meter in the basement but they need to know how to connect to the mind of the consumer and gain a share of their heart.

Branding energy is similar but also different from other products and services. Electricity is a commodity, so is bottled water and it‘s intangible, so are telecommunications. What is different is that people still view electricity as an un-differentiated and intangible commodity. Some consumers are burned by the lack of choice provided by monopolistic one-size-fits-all providers. They still remember long wait for lackluster service. And in some countries consumers still are vary of corruption from the past. Often they have only received a one way communication once a month when their provider has informed them how much money they owe – "you better pay or else..."

This perception of the energy companies plus the lack of knowledge of the competitive electricity market has made many consumer confused, some are not aware that they can switch while other fear of being left without electricity for days while a new provider connects them.

Electricity companies need to unwind this perception and become energy brands and begin to form an interactive relationship with consumers. The first step is to take the leap into branding to understand themselves and why they should matter for their customer.

Find out more about Energy Branding, and discuss with world leading experts at the World's First Energy Branding Conference - CHARGE, in Reykjavik in September 2016.



Branding Electricity vs Branding Consumers Goods

Broadcast Date: Fri 20 May 13:00 UTC


Though the basics of branding are the same for electricity and bananas, there are key differences in engaging energy consumers. Hear why branding is a necessary step for evolution in energy...




  • Adedamola Adeleke

    Senior Content & Programme Manager
  • Dr Fridrik R. Larsen

    CEO
  • Dr Kevin L Keller

    Professor of Marketing
  • Martin Stadler

    Director Brand Consulting


While most brands we know today used to be mere commodities sold by the pound over the counter by the merchant – electricity is still mostly sold by the kilowatt-hour by the utility. To understand why branding is a necessary step in evolution in energy, it is important to look first at branding in the general context. Though the basics of branding are the same for electricity and bananas, there are key differences needed to approach the consumer.

In this webinar, our speakers will give you

  • Insights into branding and consumer trends
  • Industry comparisons, contrasts and lessons
  • leveraging the power of green credentials
  • The media and engagement toolkit


A brand is never more powerful than its ability to communicate its meaning to consumers and decipher communication from consumers. Being able to talk to the consumer has been considered easier with new mediums and social media popping up everywhere but the task to deliver a relevant message that resonates above all the clutter has become more difficult. In a similar manner it has become easier to hear multiple stakeholders voices but the task of engaging in a relevant conversation can be a tricky task for energy companies.

This webinar is part of our 'Brand Power and Energy' In Focus track on Engerati. Follow this link for more insights!

Find out more about Energy Branding, and discuss with world leading experts at the World's First Energy Branding Conference - CHARGE, in Reykjavik in September 2016.



Branding Intangible Commodities - The Big Energy Question

Broadcast Date: Thu 26 May 13:00 UTC


Branding applies to the natural monopolies as well. With the rise of the prosumer, the monopolies are not only transmitting to the end consumer but receiving from them as well and this two way relationship requires two way communication as well.


  • Alexander Richter

    Founder & Principal
  • Birgir Már Daníelsson

    Creative Director
  • Velina Apostolova

    Marketing Analytics Manager


Creative thinking is needed to deliver real consumer engagement. Think of commodities such as salt and water (once considered mundane) and services such as telecommunications have been portrayed as the hottest thing since sliced bread.

Branding applies to the natural monopolies as well. With the rise of the prosumer, the monopolies are not only transmitting to the end consumer but receiving from them as well and this two way relationship requires two way communication as well. Our panelists will discuss;

  • Branding tangible vs intangible commodities
  • Beyond retail - branding transmission and distribution
  • Cities & countries as energy brands
  • Consumer engagement towards sustainability goals

Soon, electricity will be known for its origins. A city or province or even a country could be a stamp of quality for the energy produced there. Can the origin of electricity reflect and create more value for consumers?

This webinar is part of our 'brand power and energy' In Focus track on engerati. Follow this link for more insights!

Find out more about Energy Branding, and discuss with world leading experts at the World's First Energy Branding Conference - CHARGE, in Reykjavik in September 2016.



Defining the Next Generation Energy Brand - 21st Century DNA

Broadcast Date: Wed 01 Jun 13:00 UTC


While most retail industries went through radical transformation in the last century, electricity is still largely sold and delivered today as it was when Edison lit up the world.


  • K.C. Boyce

    Senior Product Director
  • Adedamola Adeleke

    Senior Content & Programme Manager
  • Ari Sargent

    CEO
  • Maik Neubauer

    ‎Managing Director


While most retail industries went through radical transformation in the last century, electricity is still largely sold and delivered today as it was when Edison lit up the world. Food Retail, FMCG, Entertainment and Transport have all been disrupted and distributed in radical new ways with advances and innovation in technology.

In this discussion our panelists will discuss;

  • The data driven energy business
  • Bringing energy closer to the consumer (The community energy brand)
  • Beyond emails and clicks - the digital energy brand


The utility of the 1900’s is still the dominant business model but this will soon be run over by the energy brand of the 21st century. The energy brands are not only updating the business model in line with advances in technology but are also connecting to the hearts and minds of the consumers.

This webinar is part of our 'Brand Power and Energy' In Focus track on engerati. Follow this link for more insights!

Find out more about Energy Branding, and discuss with world leading experts at the World's First Energy Branding Conference - CHARGE, in Reykjavik in September 2016.



Brand power, shared values and clean energy - An American Perspective

Broadcast Date: Thu 09 Jun 13:00 UTC


Get the low down on "what's hot and what's not" for Utilities and "Energy Brands" in the era of digitisation.


  • Adedamola Adeleke

    Senior Content & Programme Manager
  • Tamara McCleary

    Founder, CEO & Brand Ambassador


"Behind every brand is the promise of a unique (and possibly lasting) relationship"

The energy sector has remained unchanged for a century and has stood largely for a guarantee of supply. However the game is changing, with digitisation, competition and distributed generation eating away at the status quo. The sector will need to re-evaluate and have a fundamentally different relationship with the new pro-active and empowered consumers.

In this session our resident brand and business relationship expert, Tamara McCleary, will give you the low down on "what's hot and what's not" for Utilities and Energy Brands in the era of digitisation. You will not just learn the ways digitisation and disruption are changing customer engagement and brand management in the energy sector but also simple steps which you can take to avoid falling behind the pace and missing out entirely.

Indeed the "energy" game is changing and there is less talk of shifting electrons and monthly statements. Now the talk is about data driven insights, across the value chain, pushing interactions ever closer to real time. The energy brand is being called to question at all levels and the values that worked until now will need to re-align with new market realities, consumer lifestyles and agile new entrants. Where do you stand? How will you be remembered? What is your next move?

This webinar is part of our 'brand power and energy' In Focus track on engerati. Follow this link for more insights!

Find out more about Energy Branding, and discuss with world leading experts at the World's First Energy Branding Conference - CHARGE, in Reykjavik in September 2016.



Webinar Speakers

Dr Fridrik R. Larsen

CEO

K.C. Boyce

Senior Product Director

Ari Sargent

CEO

Maik Neubauer

‎Managing Director

Alexander Richter

Founder & Principal

Birgir Már Daníelsson

Creative Director

Velina Apostolova

Marketing Analytics Manager

Dr Fridrik R. Larsen

CEO

Dr Kevin L Keller

Professor of Marketing

Martin Stadler

Director Brand Consulting

Tamara McCleary

Founder, CEO & Brand Ambassador

White Papers

Social Media for Utilities: Developing a Satisfying Customer Experience
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Electricity storage: Win friends and influence people, then make the sales
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The influence of renewable energy on the market value of mining companies
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Customers are evolving: Three steps to more customer-centric utilities operations
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A New Era of Experience Branding - Insights from KPMG
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Engaging business customers in competitive energy markets
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Digital Customer Centricity: A Requirement for Utilities
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