The World´s First Energy Branding Conference / In Reykjavík, Iceland

This is the web site for the CHARGE 2016 Energy Branding Conference, a global event that took place in Reykjavik, Iceland in September 2016, leading together for the first time utilities, energy brands, energy marketers, brand experts, decision makers and thought leaders to discuss brand building within the energy space.

For information on the next CHARGE Energy Branding Conference in Reykjavik 2017, please visit our main site.

 

The electricity market has moved from regulation to competition meaning that consumers have an added influence. The most effective way of communicating with them is through a well-designed, strong brand. This is opening up new opportunities, both for the utilities and the customers. All marketing efforts need to rely on strong brand work to be efficient and effective.

Energy Branding Articles, News and Interviews on our blog

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Speakers & tracks / Keynote speakers representing some of the best brands in energy

Energy Branding

Starting with a kick-off address from Dr. Kevin Lane Keller, followed by speakers with diverse backgrounds to set the stage even further by presenting the challenges to branding or rebranding in the energy space.

Dr. Kevin Lane Keller

Leading Branding Expert - Dartmouth University

Dr. Keller is an internationally renowned scholar and a consultant in. Read more.

Dr. Friðrik Larsen

CEO - LarsEn Energy Branding

One of the world's leading experts in the field of EnergyBranding. Read more.

Nick Gorgoglione

fmr. Sr. Brand Manager - Vodafone

A former Senior Brand Manager at Vodafone who witnessed the moment. Read more.

The Energy Consumer

There are many issues facing utilities when catering to consumers. This track combines knowledge from both academic and professional research as well as in the field know how.

Maik Neubauer

CEO - First Utility Germany / Responsible for ShellPrivatEnergy

First Utility, one of the largest energy suppliers from the United. Read more.

Martin Stadler

Director - Edenspiekermann

Opinionated and always up for a discussion, Martin is a leader on. Read more.

K.C. Boyce

Sr. Product Director - Market Strategies Intl.

With a focus on creating value for utilities through meaningful relationships. Read more.

Áslaug T. Einarsdóttir

MD of Marketing & PR - ON Power

How can a green brand differentiate itself in a market with 100%. Read more.

Transmission & Distribution

The transmission & distribution systems are run by regulated monopolies. We have gathered speakers from both transmission and distribution that are leading impressive branding initiatives

Fintan Slye

CEO -Eirgrid

Fintan Slye was appointed Chief Executive of EirGrid on 1 October,. Read more.

Helle Andersen

Head of communication - Energinet

Helle brings together corporate culture, strategy and image in her quest. Read more.

Marko Kruithof

Senior director - Stedin / Chairman - Dutch Power

Coming from the customer centric grid operator Stedin, Mr. Kruithof has been. Read more.

Jukka Ruusunen

CEO & President - Fingrid

In Jukka's period at Fingrid, the culture of the organization has been. Read more.

Green Energy Branding

Promoting green electricity requires an in-depth understanding of consumers’ perceptions and a realization that consumers perceive the concept ‘green’ quite differently from traditional definitions.

Jim Rogers

fmr CEO - Duke Energy

The first Chief Executive Officer in an Energy Utility to address green. Read more.

Dr. Jefferson Tester

Cornell University

Dr. Tester has focused his research towards the extraction and conversion. Read more.

Bente E. Engesland

Sr. VP Corporate Comm. - Statkraft

Responsible for positioning Statkraft as a leading, international producer of renewable. Read more.

Hörður Arnarson

CEO & President - National Power Company of Iceland

With an extensive experience in corporate leadership and a focus on improving profitability. Read more.

Communication & Energy Engagement

Energy brands are faced with the challenges of communication and engaging with consumers and stakeholders. The technology of today provides great opportunities and challenges.

Tamara McCleary

CEO - Thulium

Internationally recognized expert on branding, influence and social business, Tamara is. Read more.

Giuseppe Caltabiano

VP of Marketing Integration – Schneider Electric

An expert on the opportunities both social media and innovation can. Read more.

Philip Guiliano

Partner - BrandActive

Throughout his career, he has dedicated himself to defining and delivering complex. Read more.

Eggert Guðmundsson

CEO - eTactica

Eggert studied Electrical Engineering in Germany (Dipl.-Ing) and started his career. Read more.

Sustainability branding

Just as any brand asset, sustainability can increase brand value if it is implemented  in a believable manner.

Regine Alewijnse

Manager Branding Eneco Group

Regine has broad experience in the field of marketing communications and. Read more.

Mei Shibata

CEO Essense Partners

With a focus on marketing and engagement for the energy sector, Mei. Read more.

Anders H. Lier

CEO Enoro

A big believer in personal social responsibility and that everyone has a. Read more.

Guðný C. Aradóttir

Sustainability Responsible - IKEA Iceland

Prior joining IKEA in Iceland, Guðný Camilla was occupied with sustainability. Read more.

Ayoola Brimmo

Nordic Innovation Hub - Abu Dhabi

Having diverse experience in innovation, Ayoola Brimmo is a Regional (Middle East). Read more.

The future of energy

The times are a changin: a new generation of management is prepping up to carry on the torch while incumbent energy brands are reinventing themselves

Stephen Fitzpatrick

CEO - OVO Energy

Regularly coming on top of the competition in consumer satisfaction surveys,. Read more.

Ryan O’Keeffe

Dir. of Communications - Enel

With broad experience in international media engagement, investor relations,. Read more.

Ari Sargent

CEO - Powershop

New Zealand's electricity industry resident punk CEO. He might dress like. Read more.

Tomaž Orešič

COB - Elektro Maribor

Few people have as vast high-level management experience in the liberalized. Read more.

Bjarni Bjarnason

CEO - Reykjavík Energy

Bjarni is on a mission to change the male dominant energy field.. Read more.

Moderators /

Orri Hauksson

Síminn

Mr. Orri Hauksson has served as the CEO of Síminn. Read more.

Frank-Hugo Storelv

Neptune Network

Frank-Hugo Storelv has a most uncommon background. On one. Read more.

Lorena Skiljan

Wien Energie

Lorena Skiljan studied law at the University of Vienna and. Read more.

Justin Worland

Time Magazine

Justin Worland is a writer at TIME covering energy and the. Read more.

Jim Rogers

fmr CEO - Duke Energy

The first Chief Executive Officer in an Energy Utility to address green. Read more.

Sigurður Nordal

Morgunblaðið

Sigurður Nordal is the business editor of the daily Morgunbladid in. Read more.

Ragna Árnadóttir

National Power Company of Iceland

Ragna joined Landsvirkjun, Renewable Energy Company, in 2010. First as Executive. Read more.

Also appearing /

Sigurður Ingi Jóhannsson

Prime minister of Iceland

The Prime Minister of Iceland will officially open the conference on. Read more.

Ragnheiður Elín Árnadóttir

Minister of Industries & Innovation

The Minister of Industries and Innovation gives a special address at. Read more.

Dagur B. Eggertsson

Mayor of Reykjavik

The Mayor of Reykjavik invites speakers and sponsors to attend a. Read more.

The World's best energy brands /

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The Charge Energy Branding Awards will be 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.

2016 Winners & Nominees

Best Energy Brand – OVO Energy

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OVO Energy’s Head of Brand, Sarah Keegan and Stephen Fitzpatrick, CEO & Founder with Iceland’s minister of Industry & Innovation, Ragnheidur Elin Arnadottir & CHARGE Conference Chairman Dr. Fridrik Larsen.

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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”.

Nominated brands

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Best Green Energy Brand – Ecotricity

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Ecotricity Ambassador, Sarah Keegan with Iceland’s minister of Industry & Innovation, Ragnheidur Elin Arnadottir & CHARGE Conference Chairman Dr. Fridrik Larsen.

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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.

Nominated brands

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Best Transmission or Distribution Brand – STEDIN

20160920-214335-mummilu_Stedin’s Brand Manager, Leonie Prins & Marko Kruithof Innovation Director with Iceland’s minister of Industry & Innovation, Ragnheidur Elin Arnadottir & CHARGE Conference Chairman Dr. Fridrik Larsen.

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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

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Panelists

A panel of experts with an extensive overview of the worldwide energy market and an industry perspective nominated outstanding energy brands. The panel further evaluated 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

Revisit CHARGE 2016 /

The first Energy Branding Conference was held in Reykjavik, Iceland in September 2016. The conference attracted speakers and guests from all over the world. Please go through the photo gallery from the event to revisit some of the great memories and experience we share from this unique event at the most accessible exotic location in the World – Iceland. Click the images for a better look.

Please send us a line if you would like a photo of yourself in a higher resolution.

Conference Schedule /

Delegate registration starts 8:00 September 19th. The registration desk can be found in front of Silfurberg conference hall at Harpa Music & Conference center.

For convenience and off-line usage, please download the [Download not found] on pdf format.

Energy Branding

To set the stage even further for the energy space, speakers with diverse backgrounds will guide the audience to the reality that the utilities are facing. (more…)

The Energy Consumer

There are many issues facing utilities when catering to consumers. This track combines knowledge from both academic and professional research as well as in the field know how.

Icebreaker session

We all enjoy small talk and awkward silences up to a point. To help our guests to get to know each other, the Icebreaker session will ensure that people

Green Energy

Promoting green electricity requires an in-depth understanding of consumers’ perceptions and a realization that consumers perceive the concept ‘green’ quite differently from traditional definitions.(more…)

Communication & Energy Engagement

Energy brands are faced with the challenges of communication and engaging with consumers and stakeholders. The technology of today provides great opportunities and challenges.(more…)

Sustainability branding

The sustainability of a brand can be a valuable brand asset if it is implemented correctly. Sustainability as a marketing tool can be met with suspicion from consumers.

The Future of Energy

The times are a changin: a new generation of management is prepping up to carry on the torch while incumbent energy brands are reinventing themselves. (more…)

HS Orka: The Resource Park

We will visit Reykjanes peninsula and witness the activities at the HS Orka: The Resource Park.

Themes / The topics covered in Iceland 2016

ENERGY BRANDING

How to connect to consumers minds and earn a share of their heart

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!

Reykjavik: An excellent host city

Friðrik Larsen / Energy Branding Specialist

Dr. Fridrik Larsen, CEO of Larsen Energy Branding

Dr. Fridrik Larsen is the CEO and owner of Larsen Energy Branding. He is an  international 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. Dr. Larsen has taught at a University level in all the Scandinavian countries, and various other European countries. Furthermore, Dr. Larsen is the chairman of IMARK – the Icelandic Marketing Association. IMARK is responsible for all key roles in the Icelandic marketing field.

Event Location

Harpa Reykjavik – Concert Hall & Conference Center

Get directions

Sponsors / Brought to you by

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STRATEGIC PARTNERS 

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ORGANIZATIONAL PARTNERS 

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MEDIA PARTNERS | COVERED BY:

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LOCAL BENEFACTORS

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ADMINISTRATIVE PARTNERS | IN COLLABORATION WITH:

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Ministry Of Foreign Affairs

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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.

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Contact Us / Any questions, suggestions or comments?

To contact us, please head over to branding.energy