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).
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.
Remember to sign up for CHARGE which will take place in Iceland, September 19th-20th. You can find more info on www.branding.energy