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.
One of the first speakers that were recruited for CHARGE 2016 was Marko Kruithof from Stedin in the Netherlands. Stedin is a DSO that services 3 of the 4 largest cities in the Netherlands; The Hague, Rotterdam and Utrecht.
Marko gave his presentation during the transmission and distribution session in Reykjavik last September. The future of energy is changing fast for the regulated monopolies as well as retailers operating in a competition environment. As Marko says, Stedin has installed around 30.000 charging points for electric cars in the last few years to meet the demand generated by the 100.000 electric vehicles on the roads in the Netherlands.
The consumer should be our fan; he pays our salaries
Stedin received the CHARGE Awards as the World’s Best Energy brand in their category and it is not a coincidence. Branding is at the core of the company’s strategy and vision – they are not only looking at the needs of the consumer of today but try to be prepared and anticipate the needs of the consumer of tomorrow. Stedin has centralized the customer but focus their branding programme also internally to have everyone in line with their mission.
Marko’s full presentation from Reykjavik at CHARGE 2016 can be viewed in the player below.