The CHARGE 2016 Energy Branding conference reached its high mark at the CHARGE Awards dinner at the Blue Lagoon where the world’s best energy brands were rewarded for their contribution to branding in the energy space. For the first CHARGE awards, 80 energy brands from around the world were shortlisted by an international panel of energy, marketing and branding experts. 15 energy brands in three categories were finally nominated after a thorough screening process. The categories for the world’s first energy branding awards were Best Energy Brand, Best Green Energy Brand and Best Transmission or distribution Energy Brand.
For the first two categories, the brands were chosen from a score that was a combination of customer surveys, a panel of expert and an independent analysis of their competitive environment. The Transmission and distribution category was decided solely by a verdict from the panel.
All of the nominated brands have made their move from the traditional energy utility is perceived to being perceived as brands. Although all the energy brands were nominated due to their outstanding branding strategy that is reflected in great marketing programs, high aspirations, satisfied and engaged customers and inspiring case studies – there could be only one winner in each category.
Check out the video below to see highlights from the CHARGE 2016 Energy Branding Awards event and interviews with representatives from the winning brands.
Iceland is one of the few countries in the world that can boast of having all of its energy generated from 100% renewable and sustainable sources. Electricity is generated from hydro dams and geothermal plants and almost all hot water comes from geothermal sources.
Green energy has been the most popular differentiation tool for retailers in liberated markets for the last decades. For a retailer in Iceland it can be a challenge to be perceived as the green brand. Áslaug Thelma Einarsdóttir, managing director of marketing at ON Energy gave insights on how the company met the challenge of rebranding and positioning itself as the leading sustainable brand.
One of the more interesting energy brands to hit the retail energy market in Germany is Shell PrivatEnergie. The company behind the brand is the UK’s largest challenger to the Big Six, First Utility. First Utility entered the market utilizing one of the largest known brands in the energy world, Shell – with over 100 years of brand recognition in the German market and around 2.000 retail outlets. The German market has over 1.400 electricity retailers and is one of the most active energy markets in the world.
Maik Neubauer, CEO of First Utility in Germany is responsible for the Shell PrivatEnergie offering and participated in the Understanding the Energy Consumer track of the conference. He went over the Shell case; which elements of the brands were transferred to the electric energy brand and how to create a credible quality energy brand that is trusted by the energy consumer.
Dr. Keller set the stage in Reykjavik last September during the kick-off session. His keynote connected the fundamentals of branding to the energy space and set the tone for the conference in general.
Dr. Keller is an internationally renowned scholar and has worked with some of the biggest brands in the world. He is the co-author of the number one best selling MBA textbook on branding and companies have successfully implemented his academic findings in the professional world of branding and marketing.
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