Tag Archives: Hydro

Making sustainable energy relatable

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CHARGE Energy Branding 2017

At CHARGE, we try to bring to the table the best practices in Energy Branding and give a glimpse at what the best energy companies in the world are doing in terms of customer engagement and making their products and services more tangible by relating to the customer on human terms.

A part of the conference has focused on how companies are branding green outside the energy space. Companies that are focusing on sustainability are not only looking at becoming clean energy brands or branding green electricity by letting the customer know that they are using the best green energy in the world to make their products or services. They are looking at how they can cut costs by being sustainable. Being sustainable can often cut electricity used or energy consumed.

It is often the case that it is not the sustainability itself or being good for the planet that increases brand value in itself. As it has been discussed at the energy conference, consumers are often inadvertently interested in energy itself and how companies are sourcing their green energy. The clean energy coming from the rooftop of the store you are shopping at creates some value in the mind of the customer. Energy marketing conference is one way to put it, it is not only about energy retailers trying to catch the attention of the customer – branding or marketing energy is also a way for retailers or manufacturers to tell a unique story to the customers. And in a way, it is a green energy conference although it is just one of many topics discussed. It is a utilities and energy conference in the widest sense. Sustainability is an energy issue in one way or another. It reflects on how companies can become sustainable on the balance sheet by behaving thrifty when it comes to energy consumption. And by telling that story, brands can increase their value in the mind of the consumer.

Hosting the conference in Iceland means that it is the perfect place for a global energy event. The country is known for its production of clean, renewable energy – both hydro and geothermal. Being placed in the middle of the Atlantic Ocean, Iceland is also the perfect place to bring together key decision makers together for an executive forum of people from all over the world. The energy space is often localised due to historical reasons and although the borders dividing the energy space are shrinking fast – there is a lot to learn from each other.

Join us in Reykjavik, Iceland where CHARGE will be hosted for the third time in September 2018. It will be one of the most memorable energy conferences of 2018. Iceland is exotic yet accessible with daily direct flights to three continents. You can find your flight today with WOW Air.

 

 

Communicating a Green Energy Value Proposition

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Landsvirkjun is Iceland’s biggest power generation company, generating over 70% of electricity in the country. There has been a lot of changes in the Icelandic power market and Landsvirkjun has moved from focusing on low-cost electricity buyers market to a more balanced seller’s market, offering competitive prices.

The company offers 100% renewable power on the wholesale market, having only a few customers, meaning that their branding and image building is a bit different from other traditional power companies. It is, however, important for the largest power company in Iceland to deliver a clear message to their stakeholders (the company is owned by the Icelandic authorities) and their customers.

Landsvirkjun’s mission statement is:

Landsvirkjun’s role is to maximise the potential yield and value of the natural resources it has been entrusted with in a sustainable, responsible and efficient manner.

The role of the company has changed in the last years. Instead of focusing on growth and creating new jobs, its focus is today on more value creation than before. The energy transition and the way renewable resources have become more valuable for end consumers has enabled Landsvirkjun to focus more on the Green value proposition.

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.

 

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.