Tag Archives: conference

Perceptions of Green Energy

Sources of Energy
How the EPA categorises different sources of energy. Source: www.epa.gov

We hear and read terms like renewablessustainable energy, green energy quite a lot these days. We could add carbon neutral, eco-friendly energy and ecological into the mix of buzz words surrounding different sources of electricity.

Defining the term

These terms have defined by public agencies such as the EPA as can be seen in the infographic above or have been defined by scholars and academics. The term green can mean one thing for an energy source and a different thing for a consumer product. The term green can also mean one thing according to the EPA and another thing according to academia and something completely different in the eyes and ears of the end consumer – the definition might be interchangeable in the mind of the person using the term or witnessing someone else using it.

The definition of Renewable energy is quite simple – the source does not deplete natural resources it uses, they can renew themselves within a human lifetime. It seems a reasonable definition that fits the term well.

The definition of green energy is more debatable

One definition of green is simply an energy source that replaces an energy source that pollutes more. Under that umbrella, coal is considerably greener than it was 200 years ago but it would take a big effort in convincing someone that coal should be categorised as being green. Natural gas has replaced coal considerably in the US in the last decade with the effect of the US lowering greenhouse emissions more than most other countries. Natural gas might not be up to the EPA standards of being a Green source of energy but would fit the standard of polluting less than the coal it replaced.

Nuclear in the eye of the beholder

An interesting source of power is nuclear. Many people point out that to date, nuclear has caused less environmental and human harm than any other source of power. The incidents that have happened have been heavily publicised and that the generation of power in itself does not cause any environmental harm – it is just a question of what is done with the waste produced by the generation. But no energy retailer in their right mind would brand their nuclear source of energy as green, especially with environmental activists heavily protesting the transport of the waste around Europe. EDF in the UK branded their low carbon nuclear energy as being Blue energy.

For the energy consumer in an Eastern-European country that got coal-powered energy plants with Soviet-Era technology (instead of Soviet nuclear plant like their neighbouring country), Nuclear energy is green. The layers of coal-dirt from the Soviet era bear witness to how clean the generation of Nuclear Energy is. But trying to tell that to an environmentally conscious Greenpeace member in Germany would result in a branding backslash.

Green is the new brown

The green-electricity claim is tricky. What we have learned from both speakers and guests and nominees for the CHARGE Awards in the last two years is that in order to be able to call themselves Green – brands need to be able to Talk the Talk as well as Walk the Walk. Credible green energy brands need to be green to the core for the consumer to trust them. It has become more valuable than ever to have a strong brand that consumers trust to convey a green-brand message. Green Sources of energy have become something that almost everyone is offering. Building a green energy brand requires more than the source of energy itself. The whole chain of energy marketing needs to deliver a coherent green and sustainable brand communication.

 

 

 

A Unique Energy Conference in Iceland 2018

CHARGE Energy Branding Conference
A relaxing time in the Blue Lagoon at CHARGE

CHARGE is a bit unique in terms of location. Technically, CHARGE Energy Branding is an energy conference that is located on two continents. It is an energy conference in Europe as well as being an energy conference in America. Iceland rests on the tectonic plates of both Europe and America. But the conference is also an international event in terms of presenters and attendees. The location is not as central as energy conferences in Europe or North-America, the trip to Iceland is not that much further than travelling between big cities on both sides of the Atlantic. Just add an hour or two and in return, you will have a more spectacular energy conference experience than anywhere else.

Reykjavik is not known for neon lights but more noticeable are the northern light illuminating the night sky from early September.

Being technically both an energy conference in America and an energy conference in Europe has some perks. For one, people can see with their bare eyes where the tectonic plates are drifting apart but it also means that Iceland has a lot of geothermal energy that is widely used both for district heating and more importantly

On the way to or from the international airport in Keflavik, you could enjoy the unique experience of the Blue Lagoon spa – maximizing the exhaust geothermal heat from the nearby geothermal power plant and is known for its healing powers.

If you have a bit more time, we suggest that you do it like a local and enjoy some of the multiple community swimming pools. Each neighbourhood in Reykjavik has its own swimming pool. If you don’t like swimming that much, take advantage of the several hot tubs each pool has and lie down in the cool tubs in between. The pools that are located closest to the conference hall are Sundlaug Vesturbæjar in area 107 where deals are brokered and decisions are made, Sundhöll Reykjavikur in area 101 where hipsters meet and sweat off last evening or go out of the capital to the municipality of Setjarnanes to relax while enjoying a great view of the Atlantic Ocean.

The global utility in a new energy paradigm

As Ryan O’Keeffe pointed out during his presentation at the CHARGE Energy Branding Conference last September, large energy companies with a long legacy of generating and selling electricity, are not normally considered cool.

The company has and is going through a comprehensive overhaul of its image, meaning and role in the fast-changing energy environment. As Mr O’Keeffe pointed out, it was a change in strategy that was long overdue, the company’s old logo was designed when Google was still operating out of a garage in Silicon Valley.

We as a power company can and must play a key role in tackling these challenges.

Enel found itself working in a new energy paradigm and found that how it had been conducting itself for the last fifty years was not going to work in the next fifty years. During the rebranding process, there were some strengths that the brand possessed that would become valuable in the changing energy landscape. By taking a humble approach and acknowledging that a big corporation with a big corporation culture might not foster innovation that could keep up with the time. The brand turned this weakness into a strength by using its global scale and resources to foster open innovation; helping entrepreneurs that are set out to change the energy paradigm even further.

Ryan’s presentation from CHARGE – The World’s First Energy Branding conference can be seen below. Enel was one of the finalists for the 2016 CHARGE Awards as one of the world’s best energy brands. The report on the best utility brands has been published by LarsEn Energy Branding and can be found here. The 2017 CHARGE Energy Branding conference takes place in Reykjavik October 9-10 where the CHARGE Awards will be presented for the second time.

New York Energy Week

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The CHARGE Energy Branding Conference is collaborating with partners around the world that have similar objectives as the conference. From trade associations in the energy space, media and events related to the energy space, we are very grateful for having such a strong group of allies that find our message relevant.

One of our partners is the New York Energy Week – a week of events that takes place around New York City. The event is hosted by the industry for the industry. Instead of one centralized location, the events are hosted by various companies in the energy sector. These events feature speakers from organisations and institutions such as National Grid, NYISO, Con Edison, Enerknol, NYC Mayor’s Office, Rocky Mountain Institute and the State of New York.

Like CHARGE, the New York Energy Week is a cross-sector event. While the industry has had a silo-mindset, the event encourages a dialogue between various fields of the energy sector to create an understanding, inviting all energy stakeholders to come together and help drive forward the global energy economy.

Friends of CHARGE are the friends of the New York Energy week and receive 20% off early bird tickets. There is no secret handshake, only a secret code which is CHARGE20.

Empowering the energy customer

One of the major challenges utilities face is getting the consumers to trust them. Eggert Gudmundsson has an interesting background, after receiving an MBA degree he worked for several years for Philips before returning to Iceland to become the CEO of the countries biggest fishing companies and then became the CEO of Iceland’s biggest fuel and retail company. With this background in commodities, electronics and finally energy, Eggert is now heading the innovative energy enabler eTactica which has developed an EMS for SME’s. The eTactica solution enables energy companies to create tighter bonds with their customers and adds measurable value to their services.

 

Branding for legitimacy – Energinet.dk

Helle Andersen is the head of communication at Energinet.dk, the Danish TSO. Before joining Energinet, Helle worked for one of the most successful brands in terms of heritage, engaged customers, word of mouth marketing and brand recognition, not only in Denmark but in the world – LEGO.

Energinet had at the time not unveiled the company’s branding strategy meaning that Helle was not showcasing a visual identity or outreach programmes or a success story. Instead, she gave the audience in Reykjavik a rare peak into the engine room of a brand in development.

Helle raised the valid question why a TSO should even be considering branding and explained why Energinet was undergoing the company’s first corporate branding process.

Can engineers talk to people?

As Jukka Ruusunen puts it: not many people connect customer centricity to a transmission company. Jukka is the CEO of Fingrid of Finland, a transmission company that not only creates a connection between generation and distribution but also had created a connection between transmission and customer centricity.

Having an entire track dedicated to the Transmission and Distribution operators at a branding conference seemed like the odd one out for many attendees. For the organizers of the conference, it was not by a chance; people working for regulated monopolies are fully aware of the importance of their brand as a strategic asset.

The times are changing, making it more important now than ever for the transmission system operators to become more customer centric. Distributed generation is part of it but also the public who is expecting power companies to become “less arrogant” as Mr. Ruusunen put it – preferring TSO’s to talk about customers rather than loads.

This is people business – not just building transmission lines

Branding is an important tool to use externally but any brand starts at the inside of any organization. At Fingrid, the importance of understanding people is becoming more and more relevant skill and has become one of the requirements for new employees. Instead of building silos with a marketing department full of people skills in one silo and the engineers with technical skills in another silo, Fingrid’s strategy is to have employees that have people with people skills and the technical knowledge of how the system works.

Fingrid was one of the finalists nominated for the CHARGE Energy Branding Awards.

 

How to be the green brand in a 100% renewable market

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.

The Role of Branding in the Retail Energy Sector

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.

 

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