“The must-attend energy event of 2017”

October 2017 - Iceland / CHARGE Energy Branding Conference

The electricity market has moved from regulation to competition meaning that consumers have an added influence. Regulated utilities are as well becoming aware of the value of customer engagement. More and more companies are strategically using their energy source as a source of perceptual value for their customers. The most effective way of communicating with consumers is a well-designed, strong brand. This is opening up new opportunities, both for the utilities, companies and the customers.

All marketing efforts need to rely on a strong brand work to be efficient, effective and deliver real results. The times of owning a share of the market are almost over – it’s time to earn a share of consumers hearts. Join us at the CHARGE Energy Branding Conference in Reykjavik, Iceland. October 9-10 2017

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A clear focus on energy utilities and how they become energy brands

Our Vision

To introduce the concept of Energy Branding. Read more.

The 4Ps of product marketing (Product, Place, Price, Promotion) drove marketing theory and practice for much of the 20th century. This product-dominant technical logic no longer serves the needs of executives and decision-makers tasked with energy marketing and branding utilities in the 21st century. A customer-centric view is required to develop and sustain lasting relationships with increasingly savvy energy consumers who also desire more information to be communicated to them. Branding is generally considered a superior tool for efficient communication, but within the energy sector this has not been the case. By viewing other comparable industries, we find compelling evidence that strong brands will also dominate the electricity space. Of this there are already strong indications. CHARGE – The World’s First Energy Branding Conference – will be the scene to introduce Energy Branding – the future of the industry.


Share knowledge, best & worst practices of consumer engagement and discuss the future of energy. Read more.

Now that the utility market has shifted from monopoly position to competition, consumers have added influence. The customer can no longer be treated as a measuring instrument, but as an individual having diverse needs and wants who requires a sound reason for preferring one energy offering to another. The consumer still needs to connect to a socket for electricity; however, the energy companies need to connect to the individual mind of the consumer for a better understanding of his preferences to create a lasting relationship. The relationships should be based on the consumers’ engagement where they are given a valid reason to care. CHARGE seeks out to explore the frontiers of Energy Branding and bring to the industry hands-on best practices and cases along with academic examples with the aim of demonstrating potential opportunities for the energy space and its customers by utilizing world-class brand practices. The objective of the conference is to recognize the best practises among energy retailer, unbundled transmission and distribution operators and energy utilities with the CHARGE Awards.  

Who is it for?

Executives in all fields relating to energy seeking to understand how branding electricity differs from other products. Read more.

Executives in all fields relating to energy seeking to understand how branding electricity differs from other products. For Energy marketers & branding experts seeking to transform utilities into brands to make them relevant in the 21st century. Anyone working with energy companies who seeks to know how to engage the consumer in the most efficient ways. Solution providers, consultants and innovators that seek out to change the energy space. Branding is the underlying philosophy needed for both electric retailers and suppliers as well as transmission and distribution. The conference is for individuals and organizations that realize the rules of the electricity space have changed and want to be informed of what lies ahead. The focused scope of the conference – Energy Branding – ensures that participants will grasp the concept in detail and obtain a working knowledge of it. And the broad approach, as reflected in the various tracks, ensures that relevant influential factors are not overlooked. Lastly, the conference is held in Reykjavik. Reykjavik’s name (direct translation: Steaming Bay) is actually derived from the steam the Viking settlers saw coming from the ground and which, centuries later, was used to make electricity. Energy is therefore at the very heart of Reykjavik.

Speakers & moderators / More to be announced

Sabine Schmittwilken

Head of Group Brand Comm. - Innogy

As a spin-off from RWE, Innogy marks a new beginning in. Read more.

Mel Kroon

CEO - TenneT

TenneT crosses borders and connects countries with around 22,000 kilometres of. Read more.

Mary Powell

CEO - Green Mountain Power

GMP is among the Top10 most innovative energy companies in the world.. Read more.

Neville Ravji

CEO - Volterra Energy

One of the fastest growing businesses in the US, Volterra Energy. Read more.

Élise Proulx

VP Comm. & Gov. affairs - Hydro Québec

A brand with a strong heritage, deeply invested in R&D, sustainable development. Read more.

Kenneth Black

Co-Chairman - E Source

Serving 80% of the top utilities in the US & Canada,. Read more.

Monica Araya

Founder & Director - Nivela

Born in Costa Rica, Monica has worked on sustainability issues for. Read more.

Per Langer

EVP - Fortum

One of the largest Nordic power companies, Fortum is also one. Read more.

Mark Kenber

Mg Dir. - Mongoose Energy

People are at the heart of the Mongoose Energy which drives. Read more.

Steffen Syvertsen

EVP - Agder Energi

Agder Energi Group is one of the largest renewable energy groups. Read more.

Alexander Richter

President - IGA

Coming from a geothermal focused investment banking team, Alexander Richter founded. Read more.

Harry Verhaar

Head of Global Public & Government Affairs - Philips Lighting

Awarded and recognised globally for leadership in sustainable energy solutions, Harry. Read more.

Andreea Strachinescu

Directorate General for Energy EC

Energy research and innovation is one of the key priorities in. Read more.

Jan Haugen Ihle

Country Manager - Charge & Drive Norway

Leading the EV revolution, Norway has the most electric vehicles per. Read more.

Tom Lindberg


Enabling sustainable energy behavior to be viewed as a valuable brand ingredient,. Read more.

Paddy Young

Director - European Utility Week

Paddy is in charge of the European Utility week, a yearly. Read more.

Lorena Skiljan

Head of Market Management - Wien Energie

Getting customers involved and engaged in distributed generation as well as. Read more.

Jim Rogers

fmr CEO - Duke Energy

First CEO of a major utility to address environmental issues and. Read more.

Martin Stadler

Director - Edenspiekermann

One of the largest non-conglomerate agencies in the world, Edenspiekermann has. Read more.

Dr. Friðrik Larsen

CEO - LarsEn Energy Branding

An energy branding pioneer and the first person in the world. Read more.

Agenda / Evolving

Kick off session

To set the stage, a special selection of speakers will present at the kick-off session. (more…)

Magnet sessions

The Magnets are a brand new addition to the agenda this year. This part of the program (more…)

Networking dinner

Conference guests and participants are invited to a networking dinner in downtown Reykjavik. (more…)

Magnet sessions

The Magnets are a brand new addition to the agenda this year. This part of the program (more…)

Registration / Early bird registration ends August 1st

Early bird


Appr. 1.390 Euros.

CHARGE 2017 Conference

Networking events
CHARGE Awards dinner

Valid until August 1st

Regular price


Appr. 1.660 Euros

CHARGE 2017 Conference

Networking events
CHARGE Awards dinner

Starts August 1st

Partners /

Strategic partners

International Geothermal Association

Media partners

Revisit CHARGE 2016 /

The first Energy Branding Conference was held in Reykjavik, Iceland in September 2016. CHARGE2016 proved to be a big success, attracting guests from 30 countries around the globe.

The World's best energy brands /

The Charge Energy Branding Awards were presented at a ceremony taking place at the Blue Lagoon ballroom.

The main purpose of the awards is to draw attention to the necessity of good branding in a rapidly changing energy space. One way of doing that is to showcase and honor good brands. For further information on the process, please contact us.
A good brand stands out from the competition and is unique in the eyes of the consumers. It understands its loyal customers, knows how to communicate its meaning and can defend its market share with differentiation. At CHARGE – the World’s First Energy Branding Conference – energy experts from around the world gather to witness the choice of the world’s best energy brands at the CHARGE Awards ceremony.



A panel of experts in the energy space, marketing, consulting and academia met and pooled their knowledge to create a longlist of brands. Members of the panel individually rated each brand on the shortlist of final nominees.

To select winners for Best Energy Brand and Best Green Energy Brand, the score for each brand is a combined score from a panel of experts, consumer survey and a rating from an independent analysis. In the category of Transmission or Distribution, the average score from panel members decides the best brand.

2016 Winners & Nominees

Best Energy Brand

Best Green Energy Brand

Best Transmission / Distribution Brand

OVO Energy head of brand, Sarah Keegan & Stephen Fitzpatrick CEO

Ecotricity Ambassador, Helen Taylor

Stedin’s Brand Manager, Leonie Prins & Marko Kruithof Innovation Director

The panel gave OVO the verdict of being “very clear, clean and trustworthy and transcends beyond a brand into a movement”. OVO Energy has achieved to engage with customers and its customers are engaging back. It operates in a highly competitive market and has customers that are extremely satisfied with the service it provides. Not only has it impressed its customers but it impressed the panel of experts as well. One panelist commented: “Most impressive in terms of uniqueness” while another panelist noted: “the most promising energy brand as it is not only uniquely branded, but also has the best business model – which points towards the future”.

The world’s first green electricity company, Ecotricity is based in the UK and it owns the world’s first green branded football club, The Forest Green Rovers. The panel commented that it “has a compelling business model with transparent customer engagement”. Both the panel and the customers agreed on the winner. The panel considers it to “send a clear message that offers a strong relationship with customers”. A truly green and sustainable to the core of its business in a believable way. Though it was marginally higher than other brands in regards to customer satisfaction – it had the highest green perception among customers with almost full house.

Stedin is a Distribution System Operator of most of the Randstad area in the Netherlands. A DSO that is prepared for the future with a constant conversation with its customers to anticipate their needs. The panel commended Stedin’s brand definition for being both clear and detailed. Stedin has an ambition to behave in a manner that consumers would not connect to a monopoly. Stedin is a brand that was considered by the panel to deliver brand images consistently with cohesive presence, clear communications and clear positioning towards the future.

Nominated brands






Nominated brands





Nominated brands





A panel of experts with an extensive overview of the worldwide energy market and an industry perspective will nominate outstanding energy brands. The panel will further evaluate the brands, based on factors of underlying brand strategy, such as differentiation, uniqueness and segmentation.

Alex Trembath · International Hydro Association
Alexander Richter · Think GeoEnergy
Anders H. Lier · Enoro
André Havekort · KIC Innoenergy
Ben Parker · Utility Week Live
Chris Oberle · Market Strategies International
Dorthe Romer Frost · Dong Energy
Ian Stephens · Saffron Consultants
James Ngomeli · Brands & Beyond

Jeremey Hogan · Kraft + Toil
Jukka Ruusunen · Fingrid
Karsten Wiedermann · BNE
Kevin Lane Keller · Dartmouth University
Kevin O’Donovan · Intel
Lorena Skiljan · Wien Energie
Marietta Sander · World Geothermal Association
Martin Stadler · EdenSpiekermann
Olga Fasiecka · Enea

Paddy Young · European Utility Week
Patrick Hartmann · University of the Basque Country
Philip Guiliano · BrandActive
Sascha Lehmann · McKinsey & Company
Sébastien Doligé · EURELECTRIC
Slawomir Smyczek · University of Katowice
Susanne Nies · Entsoe
Takeshi Yamaguchi · Dentsu
Thomas Mikkelsen · VaasaETT
Tom Emil Olsen · Kind Norway

Themes / The topics covered this year


More creative thinking in all areas will create more value.

Why you should attend

Starting a dialogue

Managers in energy companies are facing challenges in communicating with consumers in a demanding environment

Consumer focus

In most cases, energy buyers lack awareness and knowledge regarding electricity markets and seem to focus only on price.  It is, however, an oversimplification that consumers base their purchases on price alone.

The bottom line

A well executed branding strategy delivers on average 5% increased ROI on marketing spending.

New connections

Meet the most forward thinking minds in and around the energy sector. Form new connections in the most unique settings a conference can offer in the world.

Tool for communication

Branding has been proven to be a highly efficient tool to communicate with energy consumers. Marketing energy utilities can be a challenging task, a strong brand makes communication easier.

Insuring the future

With powerful branding, the energy sector can evolve and be ready for more efficient sources of energy, new technology, outsiders entering the field and ever changing habits of consumers.

Further Information / Learn more about Energy Branding

Challenges To Branding In The Energy Space

Brand management poses a challenge to the sector due to a complex environment and a commodity-like product. Due to these intricacies, it might even be contested whether branding could be a viable option for electricity. Furthermore, since electricity is a commodity it may seem a paradox to brand it, since, by definition, commodities have no differentiation features that can be used to for branding purposes but differentiation is the premise for branding.

However, the general branding literature explains the positive impact branding can have and it would, therefore, be logical to assume that brand management could also be successfully utilized in the electricity industry.

For the past twenty years there has been a world-wide trend in favor of market-oriented reforms, part of which is instituting wholesale and retail electricity markets, where electricity companies compete for the consumers’ patronage.

The liberalization of electricity markets is a tough undertaking and involves a merger of competitive retail markets, regulated transmission and distribution activities, as well as related supplementary services whereby healthy market competition is balanced with appropriate regulation of monopoly power.

The long-term effects of liberalization are yet to be realised, but the challenge remains for energy company managers to ensure optimum operation in a new environment.

One of those challenges is brand management; a highly demanding task due to the complexity of the electricity markets, the intangible nature of electricity and interconnectedness of electricity offerings.


In most cases, energy buyers lack awareness and knowledge of electricity markets. At first glance, it appears that price is of paramount importance to them.

Price is certainly important, but research has shown it to be an oversimplification that consumers base their purchases on price alone.

A multitude of other factors come to play.  Some evidence indicates that the focus on price is not confined to electricity being a commodity product; another reason is that, in some markets, a distinctive and understandable differentiation is lacking between energy retailers coupled with insufficient consumer awareness.

The retailer’s challenge, then, is to come up with a clear differentiation strategy, distinguishing his company from the competition; that is, a master plan which conveys perceived value to consumers and gives them a valid reason to prefer one energy offering to another. These value propositions can be of various kinds, ranging from a general perception of an energy company’s corporate social responsibility to its detailed and unique product offering.


Branding of electricity is increasingly important for energy retailers to ensure a competitive advantage.  Why branding? Because a well-executed branding strategy delivers on average a 5% increase in ROI on marketing spending.

In addition, a well-implemented branding strategy improves customer retention, sells more and provides higher margins on specific branded electricity offerings.

The stage has been set for energy branding in the sector.

Now that a reasonably long period has passed from the liberalization of energy markets, energy companies are competing in a more aggressive environment than ever before.

A shift has occurred from a distribution environment to a competitive one, as households are able to choose among the various companies supplying electricity. However, the majority of households pay limited attention to the manner of purchasing electricity as long as it is delivered at a reasonable price with a high level of consistency.  And to most of them, consumption of electricity is hardly more than several conveniently located wall sockets in the consumer’s home.  This, however, might be changing, as the utility customers, once seen as a group of like-minded consumers, are becoming ever more aware of their purchases.

We welcome you to take part in a game-changing event. We are already in talks with some of the big names in the energy industry.

Friðrik Larsen / Conference Chairman


Dr. Fridrik Larsen, CEO of Larsen Energy Branding – from CHARGE 2016

Dr. Fridrik Larsen is the CEO and owner of Larsen Energy Branding. Dr. Larsen is the first person in the world to present a PhD dissertation on the subject of branding in the energy space. He is an  internationally sought-out keynote speaker on Energy Branding and has studied in the United States, England, Denmark, Austria and Iceland and holds degrees in Finance, Economics, Marketing, International Business and Psychology besides his Ph.D. Prior to founding Larsen Energy Branding, Dr. Larsen owned Agrippa Inc., a marketing and strategy consultancy whose clients include large and established companies; small/medium size companies, and public institution.

Dr. Larsen is an asst. professor of Business Administration at the University of Iceland, where he teaches marketing and branding. His primary research focus is electricity branding and he has published a number of international academic papers and book chapters on the subject. His book, Energy Branding – Harnessing Consumer Power is being published by Palgrave-Macmillan. Dr. Larsen has taught at a University level in all the Scandinavian countries, and various other European countries. Furthermore, Dr. Larsen is the former president of IMARK – the Icelandic Marketing Association. IMARK is responsible for all key roles in the Icelandic marketing field.

Maximize your marketing efficiency

The conference is organized by LarsEn Energy Branding, a consultancy focusing primarily on guiding utilities becoming brands. The conference is international but situated between N-America and Europe, the two markets liberalization and deregulation has been implemented the most in the last 20 years. We are reaching out to create a dialogue between the utilities and the branding sector.

Learn More

Between Two Worlds

The most accessible exotic place in the world!

Resting on the tectonic plates of North-America and Eurasia, Iceland is situated in the North-Atlantic, between N-America and Europe . Though the native language is Icelandic, English is understood and spoken by over ninety per cent of the population. Some visitors say the culture is a Ameri-Scandi or Scandi-Ameri mix with a special ingredient while others can only describe it as being uniquely Icelandic. An ever growing number of both local and international airlines fly to Iceland.

Start finding flights!

Exclusive energy tours / We created energy-themed tours specifically for you!

The elements of Iceland are Fire, Ice and Water and are represented in the country’s flag. These elements are all essential in providing electricity in the country, the glaciers are stored energy that melt into rivers that turn the turbines of the power plants. The volcanic heat is used both to heat houses and to create electricity. We have tailor made exclusive tours that will explore the elements of Iceland and renewable power production.

Reykjavik: An excellent host city

Event Location

Harpa Reykjavik – Concert Hall & Conference Center

Get directions

Click here for past event

Get more information on the schedule, speakers, moderators and tracks for the event that took place in Reykjavik in September 2016.

Contact Us / Any questions, suggestions or comments?

We would love your feedback on this conference. Do you have any questions you need answered, suggestions on topics to cover, lectures you think that are relevant and interesting or do you just want to drop in and say hello?

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  • Report on the Best Energy Brands
    LarsEn Energy Branding and CHARGE Energy Branding Conference have released the first comprehensive report on the world’s best energy brands. The report contains case studies from 14 of the best energy brands in the world, selected by a panel of 30 experts from around the world from different sectors of energy and marketing spectrum. Details […]
  • Sustainability as a brand asset
    Eneco was one of the first of the established energy utilities in the world to become fully renewable and became the frontrunner in the Dutch energy industry in the production of electricity from sustainable sources. Regine Alewijnse, Brand Manager of Eneco presented the brand’s story and the challenges that are facing truly renewable companies when […]

FAQ / Take a look at the most frequent questions we're asked

Yes! The price for Early Bird admission is 1.390 euros.
The Conference is the first of it’s kind in the world. The aim of the conference is to cover issues regarding branding of electricity.
The Conference will be held at Harpa's concert hall and conference center in Reykjavík, Iceland. The event will take place in October 2017. The conference program is October 9-10 and an icebreaking excursion will take place in the afternoon of October 8.
The aim of the conference is to get energy executives to meet and greet and to share, learn and discover energy branding. A secondary goal of the conference is to introduce the industry to marketing and connecting industry leaders with marketing leaders. A portion of attendees come from companies that provide services to energy companies as well as companies that want to learn more about how energy can contribute to their image and create a significant value for their brands.
It depends on where you stay. You could get there by foot or by a taxi, public transport or by renting a car.
The conference will be held at the Harpa's music hall and conference center. The Harpa is situated at the old harbor of historic Reykjavik.
There is a number of hotels and other accommodations in a walking or short driving distance from the conference center. A list of hotels can be found here.
At least 14 international airlines fly to Iceland on a regular basis. Travel time from London is just under 3 hours but just over 5 hours from New York.
Iceland is an island in the Atlantic ocean, midway between N-America and Europe.
Yes we do. The price for Early Bird admission will be 1.390 euros.
Sorry but it is not possible. Admission is only for the whole conference. You can however buy a ticket and attend as many tracks as you please.
It is possible if there will be any tickets available at that time. Price on-site will be 1.920 euros.
General registration is 1.660 euros.