The World’s Best Energy Brands

Earlier this summer we had a panel of 30 energy experts from around the world meet and discuss which energy brands are the best in the world. The panel named 80 brands in 20 countries that they considered outstanding energy brands in terms of consumer engagement and energy marketing. After a careful screening process a shortlist was developed that was further cut down to a total of fifteen brands, five in each category. The categories are Best Energy Brand, Best Green Brand and Best Transmission or Distribution Brand.

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We will be ending the conference in September by announcing the winners in each category at a ceremonial dinner at the Blue Lagoon. Admission to the ceremony is included for conference guests. There is a limited number of tickets available and hotel rooms in Reykjavik are either fully booked or have skyrocketed in price. We have however made an exclusive reservation block for our conference guests on a lower rate than the market rate is today. Register for the conference today so you don’t miss out on a ground-breaking event at an exotic yet accessible location.

The Future of Energy Branding

Two of our speakers couldn’t wait for the conference and met in Berlin at the offices of EdenSpiekermann. They couldn’t resist and started talking shop. A portion of their chat can been seen in the video player below.

The energy industry has been liberalised in most countries now and before they were liberalised they didn’t need marketing or branding like they do today.
– Dr. Friðrik Larsen

The entire idea of branding is for me about having relevance in people’s daily lives. It is as important for energy brands just as any other sector.
– Martin Stadler

T&D needs B&I

Branding does not only apply to utilities in the competitive part of the energy market. Though the transmission and distribution grids have a monopoly on delivering energy to the end consumer, management within those companies are becoming more and more aware of the importance of creating a valuable brand rather than running an arrogant utility.

That is why T&D needs more B&I (Branding & Innovation.

The monopolies are at risk of losing bits of the base of their service; providing homes with an access to electricity. With advances in technology, more and more homeowners have the choice of never connecting to the grid. There needs to be a reason for a new home being connected to the grid. If the choice is between paying to be connected to the grid or paying a similar amount to set up an on-roof generation with free power, there is no reason to connect at all. A distributor that has a clear value proposition and a clear marketing message for the consumer has a better chance of being relevant in the mind of the consumer.

T&D’s that are suddenly faced with a growing number of prosumers need to realise their changed role and need to know how to communicate with end consumers. The prosumer is not an energy professional and technical terms need to be made understandable and clear for the regular prosumer.

There will be a track dedicated to the branding of transmission and distribution. The speakers we have gathered will each present their case on why branding is important for their operations and their presentations will be followed by a panel discussion. The companies they represent have somewhat different roles in their communities but they all play their roles through a powerful and well-crafted brands. The track will include Marko Kruithof – Director of Innovation at Stedin (Netherlands), Helle Andersen – Head of communication at Energinet (Denmark), Fintan Slye – CEO of Eirgrid (Ireland) and Jukka Ruusunen – CEO of Fingrid (Finland).

helle andersenfintan slyejukka ruusunenmarko kruithof

The conference will conclude at the Blue Lagoon with a dinner and an awards ceremony. We will be awarding the best energy brand within the T&D sector to put the spotlight on brands that are an example of great branding.

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Remember to sign up for CHARGE which will take place in Iceland, September 19th-20th. You can find more info on www.branding.energy

Transforming from Utility to Energy Brand

Dr. Friðrik Larsen (FL), of LarsEn Energy Branding and KC Boyce (KCB) of Market Strategies International sat down for a chat on Energy Branding and marketing efforts of utilities. This is an excerpt, the article originally appeared on the Market Strategies International Blog. Both Friðrik and KC will be delivering keynote addresses at CHARGE Energy Branding Conference in Reykjavik, Iceland next September.

(KCB) In the US, we’ve identified six factors that drive consumers’ brand trust: customer focus, company reputation & advocacy, communication effectiveness, reliable quality, environmental performance and community outreach. How does this compare to what you see elsewhere in the world?

(FL) These factors are similar to my own qualitative research findings done throughout Europe, both in areas with a long history of liberalized energy markets as well as newly or soon-to-be deregulated eastern European markets. What differs between countries is what consumers expect from the utilities and consumers’ varied understanding of the underlying concepts. For example, consumers in Iceland are used to hydropower and consider nuclear to be a dirty energy source. However, Eastern European countries—that only know dirty coal (in terms of everything in the country being covered in a layer of ash)—consider nuclear to be a green source of energy.

(KCB) What can utilities do to improve their company’s reputation among consumers?

Utilities need a more brand-minded, customer-centric strategy. That can prove to be difficult, especially for bigger utilities, but it’s very important to be honest and credible in communications. For instance, oftentimes a utility tries to make connections to certain imagery in the consumers’ mind, but the consumer is given no choice to understand why that utility should be connected to that imagery.

Here‘s an example: Before rebranding in 2008, British Gas was losing 40,000 electricity customers each month. This old behemoth identified its strengths in the consumers‘ minds as well as its faults inside the organization. After a 2009 rebranding, British Gas saw lower churn rates among existing customers and was attracting new customers. The brand became more resilient towards bad PR as well. This was the result of increased customer affinity, positive perception and improved attitudes towards the brand. It is a really interesting market, and I find it fascinating to watch that energy branding ecosystem develop, with established players trying to evolve and newcomers trying new approaches to become dominant.

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This is an excerpt, For the full article see the original post on the MSI blog