Tag Archives: best brands

Finalists for the 2018 CHARGE Awards announced

From an initial shortlist of 80 brands in 6 categories, the shortlist has been narrowed down to 20 finalists in 5 categories of the World’s Best Energy brands.

The finalists for the 2018 CHARGE Awards are:

Established: Alperia Energy, Innogy, Enmax, E.on, Helen
Challenger: Illumia, Powershop, Igloo Energy, easyEnergy, WATT + VOLT
Green: Burlington Electric, CleanChoice Energy, Bulb, Ekwateur
Transmission: Eirgrid, Fingrid, Enbridge
Product & Innovation: Tiko, Virta, THE FCTR E

Find out more about the awards and the nominees here.

The winners will be announced at the CHARGE Awards ceremonial dinner on the 24th of September in Reykjavik. The finalists will be honoured on stage at the conference on the 24th and the winners will participate in a panel discussion during the conference‘s second day.

We have a great variety of brands as finalists this year. Energy companies are taking their branding more and more seriously and are more consumer-centric. The European market has led Branding for energy companies in the past years but North-America has a strong presence this year.

– Dr. Fridrik Larsen, Chairman of CHARGE Energy Branding.

The initial shortlist of over 80 companies was created by a global panel of experts that work in or around the energy space as well as professionals in branding and advertising and from academia. The finalists in the three retail categories (Established, Challenger and Green) are evaluated both by customer research as well as how the panel scores their case study submissions. The categories of Product & Innovation and Transmission are evaluated by their submissions to the panel.

Gain insights and earn customer engagement

customer engagement energy utility marketing branding CHARGE Energy

Energy company branding is pretty simple at the core. The World’s Best Energy Brands have it in common to be able to identify segments in the market. The best brands offer their target groups specific offerings and give them tailor-made marketing message that gives the impression of a coherent brand-voice. Despite advances in technology – the core of marketing is still the 4P’s. But technology creates new ways to present the product, new places to sell it at and new ways to promote it. It also gives new ways to find out more about the consumer.

Learn more about energy branding and dig deep into branding case studies in the energy industry. Join us at CHARGE 2018 – the only utilities and energy conference that covers branding in the energy space!

Easy days are over

A major task of any company selling and marketing a product or a service is to really figure out what you are offering, to which potential customers and how you are different from everyone else on the market. This used to be a lot easier, a company would come up with a product and find the right segment was easy, husband, housewife, urban or rural. Then societal changes came along and these simple groups of consumers split up and new-sprung out. The teenager is more complex and people in their twenties are now of all ages.

Big Data helps

Energy utilities around the world are doing their best to know their customers which is the technical term for analyzing data and identifying patterns. Big data can, of course, provide great insights that are not easy to identify from interviews or surveys. But the downside is that energy companies often skip the part of getting to know their customers – the customers become blips on the screen that leave data points. Gathering large amounts of quantitative user data is relatively easy, it’s just a question of finding the right software and let the algorithms get to know the customers.

A good brand uses algorithms to gain better insight into the behaviour of the customer but in most cases, it is used to build upon knowledge that is founded on qualitative research that is more or less the foundations of the brand.

Don’t forget qualitative

Some might dismiss qualitative studies as anecdotal evidence or by simply pointing out that if Henry Ford would have asked people what they wanted, he would have made the horse cart faster. It is correct that you should not take focus groups or customers too literally, an active mind is needed to analyze what is said to you and form concrete principles – read between the lines and integrate truths.

Find out more

Artificial intelligence is yet to be able to do that. A good first step is asking oneself “what would I as a customer want from a provider?” and then asking the same question to people you know and see if there is something in common.

Find out more about how the Best Energy Brands identify and speak to their different segments in the report on the World’s Best Energy Brands which is available now. Including energy company case studies from around the world.