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 3rd CHARGE Energy Branding conference will take place in Reykjavik, Iceland – in September 2018. The Harpa Conference hall has been booked for the 24th and 25th of September. Save the dates and make sure to make most of the trip to Iceland and arrive on Saturday 22nd of September. Use the weekend for some sightseeing in and around Reykjavik and some pre-event networking.
Don’t miss the only global event that puts consumer perception on energy, sustainability and brand building in the energy space in crystal clear focus. Meet your peers and consumer-obsessed individuals in and around the utility sector. Listen to professionals from global energy brands, smaller challengers, energy startups, energy associations and global brands in other sectors and discuss the present and future challenges of the energy sector.
The location of the event is not a coincidence, situated where the tectonic plates of North America and Europe meet – Iceland is the perfect place to host the discussion on branding energy utilities. The energy sector has been and is still to some degree, localised. Reykjavik provides a great setting for discussing the future of energy, being powered 100% by renewable sources and heated by the volcanic powers of geothermal energy. With direct flights from both coasts of N-America and most European countries – Iceland is just perhaps the most accessible exotic island in the world.
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.
When preparing for his presentation in the track on the branding of sustainable energy, search engines turned Ayoola Brimmo to the CHARGE website. In the introduction of the presentation, he noted that this was the only place to discuss how to successfully brand sustainability.
A brand needs to take a look at the past to be able to build towards the future was the key point to take from Ayoola Brimmo’s lecture at CHARGE 2016. Ayoola works at the Nordic Innovation hub in Abu Dhabi and used the case of Dubai as an example of a city brand that has become more valuable due to a strategic brand building that focuses on the perception of luxury. Another example of a city brand that has been developed in the Emirates is Masdar City. When Dubai is the luxury city brand, Masdar takes footing as a luxury brand but goes further to differentiating itself by focusing on the sustainability of the city. Even though sustainability has become sort of a buzzword in the last decade, Masdar has yet to become a city brand with a worldwide recognition.
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.