The utility as it was known 10 years ago is dead. The Energy sector is adapting to a changing landscape. While the energy mix is moving more towards renewables, the sector is changing its approach to the end consumer as well. Energy needs branding for effective communication. Branding is not only about attracting more customers but also to communicate important information from a credible source in a way that everyone can understand – both laymen and professionals. An important thing in crafting a brand that is authentic and believable is looking at the brand from the inside. The most crucial touchpoints any brand has, directly or indirectly are the employees that represent the brand.
Death of the Utility
The utility business model has gone through changes and is constantly being disrupted. You will hear from European energy brands that have been going through some transformation.
Emma Inston goes over how EON has transformed into a purpose-led brand.
Henrik Sætness talks about the evolving energy market and how Statkraft is adapting to it.
Rosemary Steen shows how Eirgrid has built trust by creating understanding.
Koen Noyens will present a new vision for the European energy sector.
Dr. Philip Lewis will moderate the panel discussion.
Branding from the inside out
There is a war for talent going on and brands need to speak to both employees and possible employees. A brand must communicate in a simple, constant manner and every employee must know how to communicate on behalf of the brand.
Dounia Alno will show you how ENGIE manages to unify a global workforce under a single brand.
Caroline Kamerbeek presents on why it is important to engage the internal brand.
Rune Kirt is going to talk about the importance of creating a common language for all internal stakeholders.
Þórdís Lóa Þórhallsdóttir will moderate the panel discussion.
Winners of the CHARGE Awards announced at CHARGE 2018
You will have a seat at the table at the CHARGE Awards included in your admission to CHARGE 2018. The finalists were the top brands among those shortlisted by a panel of experts working in and around the global energy space. The winners in the categories of Established, Challenger and Green are determined by a combination of how their brands are perceived by their customers and how the panel judged their case studies. The winners of Transmission and Product are the brands with the highest scores from their case studies. Customers perception of energy brands is measured by the only Energy Branding Measurement tool available, the EBBI. Further information on the finalists can be found by clicking here.