Tag Archives: communication

A shared language for smart energy

We focus on helping the energy industry to communicate efficiently with the tools of branding. An obstacle for the energy industry and the clean energy industry is to translate highly technical terms into a relatable language. It is a challenge for an industry focused on engineering and innovation to communicate to people outside the sector but it can also be a challenge for people within the industry to communicate with people in other sectors of the industry and for different systems to speak a common language.

“If smart integrated energy infrastructures should make sense, it is necessary to find a standard language […] used in residential installations so that different systems can seamlessly communicate together to exploit any surplus or loss of energy throughout the smart energy system between energy producers and distributors.” Benny Hansen, ABB

Smart Energy and the Smart City are not only the concern of vendors and city officials but require the participation of regular people, the end customer. The democratisation of energy with distributed generation and prosumers are only an example of how Smart Energy is much more than smart lighting and smart thermostats. The Clean Energy Industry is becoming aware of the interplay between marketing and energy in general and energy company branding in particular.

A CHARGE Energy Branding event will take place in Copenhagen on the 25th of May, focusing on how we can create a shared language to communicate smart energy. A smart language that is easily understood by stakeholders within the industry and outside of the industry. The event is one of many utilities and energy events related to the Nordic Clean Energy Week and is one of the events that take place in the Energy Experience in Nordhavn.

Speakers

Dr. Fridrik Larsen brings a theoretical angle and practical experience on how a common understanding of simple words is important and why branding energy creates value for all stakeholders.

Jane Mortensen, City & Port – Copenhagen Municipality brings the perspective of the owners/ municipality on effective communication.

“In collaboration with City, Suppliers, Technicians and Development, the Energy Lab Nordhavn demo platform has succeed in creating synergy between the diverse partners and testing new technology in new city areas”. – Jane Mortensen

Kristian Honoré from HOFOR has the perspective of the Energy Planner. He has the experience on how different energy forms play together, the challenges and how a common understanding can be important for integration.

”In the EnergyLab Nordhavn project SMART energy services and innovation is deliberately challenged by daily operations, legislation and resilience – and vice versa – to pave the way for new and realistic solutions and products”. – Kristian Honoré

Rune Kirt from KIRTxTHOMSEN brings examples of how to create a common language in complex energy tech and clean tech projects in research and development.

“Innovation circles in energy are long and costly. High technical complexity and many stakeholders/partners in early R&D often lead to a lack of shared understanding. Customized visualizations can make everyone on the same page fast, thus bridging the gap between technology and business, engineering and management, ideas and money. Aligning key stakeholders from early stage and throughout the process”. – Rune Kirt

Martin Gammeltoft from Activity Stream is experienced in working with clear and accessible communication. He will share stories on what works in communicating technical language to many different external stakeholders.

Where: Energy.Hub Nordhavn (Directions)
When: Friday, May 25th at 9:00 – 10:30

Attendance is free but registration is required through the form here.

 

 

 

Brand building through experience and relationship

At CHARGE 2016, Tomaz Oresic, Chairman of the board at Elektro Maribor, presented on the current outlook of the electricity supply value chain is going through major changes, with new players entering the market, shift of perception of electricity as a basic commodity and how the customer is increasingly being put at the very centre. These disruptive trends are changing the old electric utility business model with the result of an increasing number of utilities starting to pay more attention to branding.

Tomaz points out that utilities have been marketing an almost invisible product to an undefined customer with top-down communication strategies. These engagement strategies have often failed since the electricity suppliers have not walked the talk and due to mismatched communication.

Content Marketing for energy

BrandedUtility

Energy utilities are facing a brave new world. The deregulation of markets and unbundling of utilities, privatisation and new and different ways of generating electricity on a mass scale have all shaken the reality of the energy companies.

The energy companies are also facing a new challenge; the customer. The customer has the tools of mass information and mass communication in his pocket and has more choices of interaction with brands than ever in history.

Giuseppe Caltabiano is the Vice President of Marketing Integration at Schneider Electric. He gave a presentation on how content marketing and social media are changing the way brands communicate to customers. He went over the basics of storytelling in the new media and what type of content consumers seek out.

 

The power of tomorrow

Power of tomorrow

Bente Engesland, Senior VP of Corporate Communication at Statkraft from Norway, is fully aware of how fast times are changing in energy and how impactful the changing environment is for the energy space.

The traditional energy companies are faced with more disruptive changes in the next five years than in the preceding 50 years.

Bente mentioned three big factors having a lasting effect on the energy utilities:

  • Population growth
  • Environmental factors
  • Technological factors

Although Statkraft has a strong tradition of producing green, sustainable energy, the company is facing similar challenges as every other energy producers around the world; communicating with key stakeholders and the public in an effective understandable manner.

 

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