Almost two years ago, the German energy giant RWE spun off a large part of its operations into the subsidiary Innogy. Innogy took over the operations of renewables and networks and the consumer-facing retail operations of RWE’s business. It marked a bold move to face the changing times ahead in energy. Innogy was to become a DSO brand, a retail brand but more importantly a renewable energy brand. But as the name suggests, Innogy was not to become just another renewable or sustainable energy brand. The Innogy brand made a connection between sustainability and the usage of renewable to innovation.
At CHARGE 2017, Sabine Schmittwilken, the global head of brand at Innogy, spoke about how the transition from RWE to Innogy or rather how RWE wanted to start again with a clean slate and change part of its business into Innogy. As she put it so bluntly and honestly:
“We were completely ignorant of people’s needs, ignorant of global trends. At that time, RWE had invested billions in a new conventional energy park. And then all of the sudden, the German Energiewende came […] All of the sudden we needed a new future and new answers”.
Going through the process of re-discovering their purpose in a changed world – RWE found that renewables would soon become the new normal in the energy space. It was not enough to claim differentiation through clean energy when everyone could make the same claim within ten years. Clean energy market entry is not as unique as it used to be.
To discover what truly could set RWE apart in the marketplace, the company looked back at its roots to its founder Hugo Stinnes, a great innovator and entrepreneur who was considered to be crazy at the time to have the ambition to bring electric lighting to even the poorest. It was considered an impossible challenge to overcome in the early 1900s but was achieved. With the spirit of achieving what is considered impossible, the foundations of the company’s new strategy were put in place.
Sabine went further into what led to spinning what would become Innogy from RWE at CHARGE 2017 in Iceland. It is a good primer in Energy Company Branding and a gives an overview of the process in general. The full presentation can be found in the player below.
Discover more from thought leaders in the energy space at CHARGE 2018 in Reykjavik, Iceland. September 24-25. An Energy Conference in Europe but really close to America. Early Bird tickets are available until the end of June.