Tag Archives: intangible

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.

Engerati Energy Branding Webinar S01E02

The second of the Energy Branding webinars will be tomorrow at 13:00 UTC on Engerati. The title of the webinar is Branding Intangible Commodities – The Big Energy Question and you can follow it here for free, either live or on demand.

The main issues covered are the following:

  • Branding tangible vs intangible commodities
  • Beyond retail – branding transmission and distribution
  • Cities & countries as energy brands
  • Consumer engagement towards sustainability goals

Participants in this episode are:

Alexander Richter – Founder and Principal Think GeoEnergy
Birgir Danielsson – Creative Director LarsEn Energy Branding
Sigurður Árnason – Conference Executive CHARGE – Energy Branding Conference

Watch it live or enjoy later – free but requires registration.