CHARGE

ENERGY
BRANDING


September
24-25 2018

ENERGY AT THE CROSSROADS OF NEW CHALLENGES

 

CHARGE Energy Branding – A global event in Reykjavik, Iceland. September 24-25 2018. Consumer-centric energy markets. It‘s more important than ever for the energy sector to become more agile, proactive and customer-centric than ever before. Market liberalisation has created opportunities for new entrants, innovation, new energy sources and increased stakeholder interest in energy have radically changed the energy space for good. This has meant radical changes for the business environment of energy companies. The importance of branding energy is more now than ever. Marketing energy has become an important factor for other industries as well as consumers are increasingly becoming aware of the energy used to produce everyday consumer goods. Branding is the strategic philosophy that defines an enterprise and how it engages with stakeholders at any touchpoint. Meet people and learn from peers who are engaged in connecting utilities to the minds and hearts of the consumers.

Join us at a unique energy conference in Iceland, September 24-25 2018.

NEWSLETTER SIGNUP

 Speakers and Moderators

More to be announced

Liene Donckers

Liene Donckers

Head of Marketing Communications - REstore

REstore specialises in Demand Side Management. The company offers Demand Response services to Industrial, Commercial and Residential consumers and offers cloud-based Demand Side Management solution platform FlexPond™  to Utilities. The company has been the leader in the fast-growing European Primary Reserve / Frequency Control markets and operates in all ancillary services and capacity markets in Europe. The company’s proprietary solution FlexPond™ is used by more than 150 of Europe’s largest industrial energy consumers, and a range of utility clients that include five of Europe’s top-50 utilities and grid operators.

As Head of Marketing Communications at REstore, one of Europe’s leading energy technology companies specialized in Demand Side Management, Liene leads the development and delivery of brand and communications strategy.

Liene is an established senior brand marketeer with a solid background of successfully driving the strategic direction of integrated activity that works seamlessly across all marketing channels. Working closely with a high-calibre team at REstore, she has enrolled an agile & hybrid marcomm approach. As you’d expect, Liene strongly believes that each brand should have charisma and personality: “Every stakeholder, prospect and customer should understand your company’s dream.” She has always been interested in working in disruptive companies and sectors with lots of interesting challenges.

At REstore Liene started establishing and implementing its brand awareness strategy since 2015.  Since November 2017 Centrica acquired REstore for €70 million (£62 million).  Today REstore is working with Centrica Business Solutions to further scale the go-to-market of REstore’s automated demand response solutions & services in the UK, North America and other international markets.

Clay Koplin

Clay Koplin

CEO, Cordova Electric Cooperative / Mayor of Cordova

Clay Koplin is the Chief Executive Officer of Cordova Electric Cooperative, Inc.  Clay has a bachelor’s degree in Electrical Engineering from the University of Alaska Fairbanks (UAF) and a Master’s Degree in Business Administration from Indiana University’s Kelley School of Business.  He served at Kodiak Electric Association as Staff Engineer and registered as a professional electrical engineer before moving to Cordova with his wife Lila in 1998 to work as Manager of Engineering and Operations.  In 2007, Clay became CEO for Cordova Electric Cooperative.  Clay is currently serving on the Northwest Public Power Association Board of Trustees, Alaska Center for Energy and Power Advisory Board, and is Mayor of Cordova.  His professional specialities include project management, underground electric and communication design and installation best practices, various aspects of static and dynamic hydroelectric and hydrokinetic disciplines, electric utility business management, and strategic planning and execution.  Infrastructure development included participation in the design and construction of three hydroelectric projects and an Organic Rankine Cycle heat recovery project. He has participated in recent US State Department Sponsored outreach to Greenland and Northern Canada around arctic, off-grid, renewable energy policies and practices.  Clay enjoys community service, writing, hunting, fishing, and gardening.

Kirk Coburn

Kirk Coburn

Shell Ventures

Kirk is a member of the team at Shell Ventures, Shell’s corporate Venture Capital fund. Shell Technology Ventures invests and partners with entrepreneurs to bring new technologies and business models to market in order to lower costs, make our existing operations more sustainable, and accelerate the energy transition. Shell Technology Ventures acts as a strategic partner and makes minority investments in select technology companies, including Shell technology spin-outs, and also acts as an LP in some externally managed venture capital funds.

Kirk has over 15 years of experience as an entrepreneur and over 7 years as a venture capitalist and early-stage angel investor. Prior to Shell, Kirk was the founder and managing director of SURGE Ventures, a mentor-driven accelerator and seed stage venture fund. During this period, he led the investments into over 45 technology companies solving problems across the energy value chain including oil & gas, cleantech, power, energy efficiency, and horizontal applications that reach across. Under his leadership and direction, SURGE recruited more than 200 industry-leading scientists, investors, policymakers, customers, and entrepreneurs to serve as mentors. SURGE was repeatedly recognized globally as one of the top startup programs and early-stage investment funds.

Prior to leading SURGE, Coburn created and was CEO of Chief Outsiders (acq. 2010), a strategy and marketing consulting firm with offices across the United States. Chief Outsiders was named the #6 Fastest Growing Company in Houston, and was noted as one of Inc’s 5000 fastest growing companies in the US in 2014. Prior to Chief Outsiders, Coburn launched The PGA TOUR Network on Sirius XM (acq. by SIRI). He remained CEO for four years from launch to successful acquisition. Coburn additionally spent 8 years at Dell during the 1990s and early 2000s in myriad senior roles including new business development, strategy, procurement, marketing, and finance.

Kirk has an MBA and BBA from the University of Texas at Austin. Kirk serves as an ambassador to the Texas Children’s Hospital and is an active supporter of the Rice Alliance and Station Houston. Kirk is an avid lover of the outside world spending time ultra-endurance running (completed the Leadville Trail 100) and standup paddle surfing.

Ben Walker

Ben Walker

Creative Director - EDF Energy

Now Creative Director at EDF Energy Ben heads up teams of content producers, art directors and digital designers to deliver fully-integrated creative solutions across Brand, Digital and Marketing. Ben is a multi-award- winning creative thinker who has helped some of the UK’s best-known companies to communicate better. Before making the leap ‘client side’ he cut his teeth in London at various advertising agencies including Tribal and TMP Worldwide, working on brands such as Orange, Sainsbury’s and HSBC.

Oliver Woye

Oliver Woye

CEO/CCO, die wegmeister

Oliver is one of two founders of Germany-based creative agency die wegmeister. As CEO and Chief Creative Officer, he is responsible for both the agency’s strategic approach towards modern stakeholder communication and the development of state-of-the-art cross-media brand experiences.
die wegmeister is one of German’s leading communication agencies in the fields of energy and mobility, working for various TSOs, utilities and state ministries. The agency develops and implements holistic communication concepts and new approaches to stakeholder communication, including cross-media brand experience spaces. die wegmeister’s units include strategy, creative, design, digital services, video/film production as well as top-notch VR/AR.

Oliver studied marketing and design in Koblenz and London, is a passionate golfer and hillwalker and has a strong background in architecture and art.

Sushil Reddy

Sushil Reddy

Founder - The SunPedal Ride

Sushil is a Guinness World Record holder and Limca record holder for the longest journey on a solar powered electric bicycle. Sushil Reddy started a cause called – The SunPedal Ride – in 2016 to promote solar energy via public interactions, workshops and media outreach in villages and towns in India. With a background as an Energy Engineer, he rode a solar powered electric bicycle across three different countries and more than 11000 kilometres as a part of this cause to promote solar e-mobility. Currently, Sushil is doing Masters in Sustainability and Social innovation at HEC Paris.

The SunPedal Ride is a movement to create awareness about solar energy and clean transportation among the people. There is a need to empower people with solar energy and encourage them to use more of this abundant renewable energy resource. In the summer of 2016, Sushil Reddy undertook an initiative to talk to the people across India about solar energy by touring on a solar powered electric bicycle. With a team comprising of Krunal Tailor, Himanshu Singh and Rajendra Bhaskar, they went on a journey across north-west India passing through 9 states/union territories and 7500 kilometres while interacting with people in the cities, villages and towns on the route. In Sushil’s words – “We plan to take this movement to reach out to as many people as we can and educate people about solar energy and sustainability which is the need of the hour”
The SunPedal Ride – France edition was in June 2017 and USA West Coast edition in August 2017.

 

 

 

 

 

Snjólfur Richard Sverrisson

Snjólfur Richard Sverrisson

News Editor - Montel

Snjólfur Richard Sverrisson is News Editor at Montel, responsible for the newswire’s coverage of European power, gas, coal and carbon markets. He leads a team of 25 energy and commodity journalists based in France, Germany, Norway, Poland, Spain and the UK. Snjólfur also regularly moderates Montel conferences, most recently in Düsseldorf and Paris. He’s been with Montel since 2003 and holds an MA in international relations.

Montel is a key information provider for the European energy markets, specialising in independent market-moving news, data and analysis, which is accurate, balanced and indispensable to professionals in the sector.
Backed by an extensive portfolio of real-time prices, fundamental data, technical analysis and weather forecasting services, a team of experienced reporters brings subscribers the latest developments affecting the European and global energy markets.

Rosemary Steen

Director - External Affairs, Eirgrid

Recognised for effective communication to stakeholders, Eirgrid manages and operates the transmission grid across Ireland. Rosemary was appointed Director of External Affairs in July 2015 having previously held the position of Director of Public Affairs since joining EirGrid in 2014. Rosemary also serves on the board of the AsIAm charity organisation. Rosemary has extensive Corporate Affairs, Government Relations and Corporate Social Responsibility experience from the Telecommunications, Utilities and Business Industry Body sectors. She has previously held senior positions in Vodafone, Shell and IBEC. Rosemary has a BA in Economics and Philosophy from Trinity College Dublin, an MBS in Logistics and Manufacturing from University College Dublin and a Postgraduate Diploma in Legal Studies from Dublin Institute of Technology.

Paula Gold-Williams

Paula Gold-Williams

President and CEO - CPS Energy

As President & CEO, Paula leads its more than 3,000 team members with the vision she has coined, “People First”, whereby CPS Energy is evolving its efforts to create and deliver value to its customers, community, and employees into a new age of energy solutions.
Paula has more than 30 years of leadership experience in San Antonio, including being a Regional Controller for Time Warner’s cable and telephony regional office and the VP of Finance for Luby’s, Inc. before coming to CPS Energy in late 2004. Over her 13 years at CPS Energy, she has progressively served as Controller & Assistant Treasurer; VP & Chief Administrative Officer (CAO) – Organizational Excellence & Shared Services; EVP, Chief Financial Officer (CFO) & Treasurer; and EVP – Financial & Administrative Services, CFO & Treasurer.

In addition to her role at CPS Energy, Paula presently serves as a Board Member of the Federal Reserve Bank of Dallas – San Antonio Branch; Chair & Executive Board Member of San Antonio Public Television Station, KLRN; Chair on the Advisory Committee of Executives (ACE) for St. Mary’s University’s Greehey School of Business, her undergraduate alma mater; Co-Chair of the Dentons Smart Cities/Communities Think Tank; Co-Chair of the Keystone Policy Board; Board Member of The University of the Incarnate Word; Board Member and Executive Committee Member of the San Antonio Economic Development Foundation (SAEDF); Board Member and Treasurer of EPIcenter; CEO Member of Mayor’s Business Leaders Committee and the Mayor’s Airport Evaluation Committee; Member of the Large Public Power Council (LPPC); Member of the Texas Public Power Association (TPPA); Member of the San Antonio Medical Foundation (SAMF); Advisory Committee Member of FM Global (an international mutual insurance company); Advisory Committee Member of Southwest Research Institute (SwRI); Advisory Committee Member of the University of Texas at San Antonio School of Engineering; and is the 2018 Chair-elect for the San Antonio Chamber of Commerce.

In February 2018, Paula was selected as Zpryme’s “Energy Thought Summit (ETS) Thought Leader of the Year.” This award honors an individual among the ETS community of thought leaders with an inventive, brave vision to inspire the global energy ecosystem.
In 2017, Paula was inducted into the San Antonio Women’s Hall of Fame, was honored by the San Antonio Hispanic Chamber of Commerce (SAHCC) as Corporate Executive of the Year Award and was also named the Financial Executive of the Year by the Financial Executives International (FEI) association. She has also been honored with numerous awards, including the San Antonio Business Journal’s (SABJ) 2016 Elite Executive CEO Distinction, as part of their C-Suite Awards, and the San Antonio Women’s Chamber of Commerce (SAWCC) 2015 Constellation of Stars Award. She was appointed as Honorary Joint Base San Antonio (JBSA) Commander in 2014 and also received Best CFO and Finance awards from the SABJ and La Prensa, respectively. Additionally, Paula mentors numerous people inside and outside of CPS Energy, from college students to vice presidents.
Paula has an Associate Degree in Fine Arts from San Antonio College. She earned a BBA in Accounting from St. Mary’s University, located in San Antonio, Texas, as well as a Finance & Accounting MBA from Regis University in Denver, Colorado. She is a Certified Public Accountant (CPA) and a Chartered Global Management Accountant (CGMA).

Paula is married and has two daughters.

Lorena Skiljan

Partner, The Blue Minds Company

Lorena has years of experience within the energy sector, focusing on Business Development, Business Strategy and Innovation. She achieved several go to market of different new Products in the sector and successfully expanded offerings of a conventional utility by telecommunication, Service by Design as well as hardware solutions. Lorena’s main effort is to reach highest customer satisfaction by developing new business models, products and establishing new markets. With regard to her international network, Lorena is connecting innovators and Start-Ups with the relevant industries and markets. Within the Blue Minds Company, Lorena is seeking to contribute the energy market transition from a very different perspective and in a highly dynamic environment. She is Brand Ambassador and Advisory Board Member of EUW and has been involved with CHARGE – Energy Branding Conference. Moreover, her efforts spread to different communities cultivating an international Environment of industry experts.

Deryl Brown

Deryl Brown

fmr. CEO North American Power

Deryl Brown was most recently the Chief Executive Officer and minority owner of North American Power & Gas – a successful fast-growing energy provider for Residential and Commercial customers serving across 12 States and 62 utility service territories.  Mr Brown lead the company’s turnaround leading to a sale to Calpine which closed in January 2017.

Mr Brown is a proven energy business Chief Executive Officer with a track record of value creation in the competitive retail energy industry.  He has broad experience in retail energy including strategy development, Financing, Risk Management, Operations, Supply, Technology, Customer Service, Marketing, and Sales.  Mr Brown has received various industry awards and holds records for starting, building, growing, and selling retail businesses.

Prior to North American Power, Mr Brown was the CEO and minority owner of Hudson Energy Services a start-up and fast-growing retail energy provider to commercial and industrial customers in Texas, New Jersey, New York, Pennsylvania, and Illinois.  Mr Brown led the effort to sell Hudson to Just Energy in 2010.  As part of the Just Energy / Hudson Energy transaction, Mr Brown stayed with the purchasing company for a 3-year period in various executive positions primarily starting and growing Hudson Europe in London.

Prior to Hudson, Mr Brown was the General Manager for Direct Energy Business Services, a leading retail energy provider in North America.  Prior to Direct Energy, Mr Brown had a long career at TXU/EFH/Vistra playing a leadership role in establishing their retail energy business serving as their COO.  Prior to building TXU’s retail energy division, he held a variety of senior positions in TXU’s regulated utility business, serving TXU (and predecessor companies) for some 28 years.

Mr Brown received his MBA from the University of North Texas and a BS with honors in Electrical Engineering from the University of Texas at Austin.  Mr Brown is on the Board at the Cockrell School of Engineering at the University of Texas at Austin and previously served on the Board of ERCOT (Electric Reliability Council of Texas).

Dr. Friðrik Larsen

CEO - LarsEn Energy Branding

A pioneer of energy branding. Fridrik was the first person in the world to present a PhD. dissertation with a focus on energy branding. Fridrik is the CEO of LarsEn Energy Branding, a consultancy working exclusively on branding for companies within the energy space (www.larsen.energy). He has become a leading authority on branding within the global energy sector. Fridrik is passionate about consumer-centric energy markets. He has served on the board of the New York Energy Week and is on the advisory committee for the European Utility Week where he has lead the track on connecting with customers.

Fridrik is a sought out speaker and a consultant on the matters of branding and marketing for the energy space. He works with traditional integrated utilities as well as retailers, DSOs, TSOs and generation companies. He is the founder and chairman of CHARGE.

With one foot grounded in the professional environment, Fridrik keeps his other foot in academia at the Business Department at the University of Iceland. He is the author of the first book on energy branding which was published by Palgrave-Macmillan.

Friðrik is not afraid to bring a new approach to the energy sector by introducing energy branding.

Ticket information

Buy tickets here

Secure your seat at CHARGE 2018! You can use the form to take care of your hotel reservation now or return to it later. We have made a block reservation at hotels within a short walking distance of the conference hall for participants at CHARGE 2018.

Buy now!

169.500 ISK

Early Bird

Appr. 1.390 EUR. Offer expires June 30th, 2018 and is subject to availability.

198.500 ISK

Regular Admission

Appr. 1.660 EUR. From July 1st 2018

Included

A ticket to CHARGE Energy Branding gives you full access to the conference proceedings, MAGNET workshops and networking events. You will have a seat on the Aurora Excursion, an exclusive networking event that will take you outside of Reykjavik for a memorable tour full of energy. CHARGE participants will get drinks and food during breaks and lunch. Included is admission to the CHARGE Awards ceremony and Dinner.

Accommodation & Experience

The Venue - Harpa

Heart of Energy

The Harpa culture and conference center is situated at a prime location at the waterfront of downtown Reykjavik. It is the home base for the Symphonic Orchestra and houses both international conferences and music acts. You can find the location and explore the area here

Hotels - block reservation

Rest easy

We have secured a block reservation at hotels within a walking distance from the Harpa conference centre. Everyone can find something to their taste. Click here to learn more about your accommodation.

Travelling to Iceland

Direct flights to over 30 cities

Located in the Atlantic, midway between Europe and North-America – Iceland is the perfect escape for a one-of-a-kind energy conference. Take advantage of daily flights from major cities directly to Iceland.

Make the most of your trip!

Clear the Bucket-list

An invigorating conference programme, as well as energising networking events and tours, included in the admission price. Some guests arrive early or leave later to make the most of their trip.

The most accessible exotic island in the World!

Find your flight

The CHARGE Awards

The World‘s Best Energy Brands

 

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 and recognize the achievements of the minds behind them. 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 – 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.

The CHARGE Awards Panel

The Panel for the CHARGE Awards consists of professionals with an overview of energy brands around the world as well as insights into how brands connect with consumers. They come from academia, consultancies, associations, solution providers and marketing- and advertising firms. The role of the panel is first to create a shortlist of brands in six categories that have the possibility of becoming finalists for the World’s Best Energy Brands. Finalists are between three to five in each category. The panel will then judge finalists based on cases they turn in for submission.

Akif Papas CGI
Albert Muñoz Jonsson & Le’Mack’s
Alexander Richter ThinkGeo / IGA
Amit Saraogi Oorja Solutions
Arild Soldal Cupit
Ben Parker Utility week live
Chris Oberle Marketstrategies
Debbie Millman School of Visual Arts – Masters of Branding
Dr. Pramod Paliwal School of petroleum management Pt. Deendayal
Francisco Puente USMARTCONSUMER
Jacob Benbunan Saffron Consultants

James Ngomeli Brands and Beyond
Jeremey Hogan Kraft+Toll
Johnny Yamaguchi Dentsu
Karsten Wiedermann BNE
Ken Black Esource
Koen Noyens EURELECTRIC
Lorena Skiljan The Blue Minds Company
Mark Coyle UtiliGroup
Matt Judkin Executive Energy Management
Meena Dayak Public Power Association
Nigel Broomhall BreakPoint Consulting
Paddy Young European Utility week

Patrick Hartmann University of the Basque Country
Phil Guiliano BrandActive
Rana Brightman Siegel+Gale
Roberto Zangrandi EDSO for Smart Grids
Rune Kirt Kirt+Thomsen
Liene Donckers REstore Energy
Stephen Woodhouse Poyry
Stian Madsen Enoro
Tom Emil Olsen Kind
Tronn Skjerstad Skjerstad
Zac Canders Data Capable

Last year’s finalists

 

Final nominees 2017

2017 Winners

Established

Challenger

Green

Distribution

Transmission

Product

Agenda

Developing

Monday – September 24th

12:00

Ice Breaker

12:10

Lunch

15:45 – 17:00

Magnet Workshops

17:00 – 18:00

VIP reception for Speakers and Sponsors

19:00 – 23:00

CHARGE Awards

Opening address

Starts: 09:00

The energy sector is changing rapidly. The business philosophy of simply connecting homes and businesses to a secure flow of electricity has changed and energy companies are finding ways to make a connection to the mind of consumers. The old incumbent utilities are faced with a new reality and are adapting by re-inventing themselves but is it soon enough to meet the challenge of entrants that have been emerging since the liberation of markets? How can strong brands from other sectors change the paradigm by either entering the retail market or becoming self-sufficient with the type of energy that fits their brands?

Death of the Utility

Starts: 09:15

The utility business model has gone through changes and is constantly being disrupted. The prosumer has become a real challenge for the established utility in the form of brands that demand energy that fits their brand image. The utility space is being disrupted by some of the established utilities themselves that seek out to kill their image of being a utility in order to morph into something else.

The Space Invaders

Starts: 10:45

The energy space is under a threat of invasion from outside the space. Entrepreneurs armed with big ideas have been entering an otherwise stable market. Another invasion is pending from big brands from other sectors with both the distribution channels and already established connections to the minds of customers. Who are those invaders, and do they come in peace?

Branding from the inside out

Starts: 13:00

A brand is reflected by everything an organization does and everything an organization does is a reflection of the people behind the actions. There is a war for talent going on and brands need to speak to both employees and possible employees. A brand must communicate in a simple, constant manner and every employee must know how to communicate on behalf of the brand. Branding is not exclusive to marketing and communications – it should be the matter of the whole organization, but this track focuses on the human resources side of branding.

B2B Communication

Starts: 14:30

Almost every industry or sector has two sides, the one facing the end-consumer and the part of the industry that caters to businesses. The difference between the consumer market and the business market are higher numbers involved in each business relationship which comes with greater responsibilities. Brands are a signal of trustworthiness and trust is of the essence for decision makers. It is often thought that price is the prime factor on the B2B market, but research has shown that brands on the B2B market that use emotional marketing message fare better off than ones using rational message. This track explores if this holds true in the energy space and which factors matter to the B2B energy consumer.

Sustainability and the bottom line

Starts: 09:00

Sustainability in the greenest sense has often been criticized for not being sustainable at the bottom line. With innovation and new technology, businesses are discovering that sustainability can have a positive impact on the balance sheet. The most valuable and sustainable energy is the energy that is never used.

Electric Transportation

Starts: 10:45

The electrification of the automobile fleet is well underway with EV sales climbing steadily. Adding an EV model to car brands has moved from a governmental requirement to a consumer demand. Innovation has led to opportunities for other types of transport being powered by electricity while creating new challenges and opportunities for energy companies.

Green is the new Black

Starts: 13:00

It seems that everyone has gone green, sustainable, renewable or circular. While there are different shades of green available – brands need to be green to the core in order to stand out from others. Green positioning needs to go beyond the source and connect in innovative ways to the hearts of the consumers.

From an Incumbent to an Energy Brand

Starts: 14:30

Companies need to be constantly on their toes and keep their brands in pace with changing times. The most successful brands in the world are constantly updating their positioning. The energy sector has been no exception. Hear from energy companies that are re-identifying themselves, have gone through a rebranding, are in the middle of the process or are just beginning.

Aurora Networking Excursion

Starts: 15:45

TBA

Themes and tracks

The energy sector is changing rapidly. The business philosophy of simply connecting homes and businesses to a secure flow of electricity has changed and energy companies are finding ways to make a connection to the mind of consumers. The old incumbent utilities are faced with a new reality and are adapting by re-inventing themselves but is it soon enough to meet the challenge of entrants that have been emerging since the liberation of markets? How can strong brands from other sectors change the paradigm by either entering the retail market or becoming self-sufficient with the type of energy that fits their brands?

The Space Invaders

The energy space is under a threat of invasion from outside the space. Entrepreneurs armed with big ideas have been entering an otherwise stable market. Another invasion is pending from big brands from other sectors with both the distribution channels and already established connections to the minds of customers. Who are those invaders, and do they come in peace?

Death of the Utility

The utility business model has gone through changes and is constantly being disrupted. The prosumer has become a real challenge for the established utility in the form of brands that demand energy that fits their brand image. The utility space is being disrupted by some of the established utilities themselves that seek out to kill their image of being a utility in order to morph into something else.

From an incumbent to an Energy Brand

Companies need to be constantly on their toes and keep their brands in pace with changing times. The most successful brands in the world are constantly updating their positioning. The energy sector has been no exception. Hear from energy companies that are re-identifying themselves, have gone through a rebranding, are in the middle of the process or are just beginning.

The green value proposition will be at certain crossroads soon. While sustainability claims used to be a point of difference for companies, it has become a point of parity and at the same time it has become a bottom-line no-brainer to use energy in a smart, sustainable way. With car brands moving from having one EV model to announcing that soon they will be EV exclusive, EVs are on full force entering other modes of transport – but how soon?

Green is the new black

It seems that everyone has gone green, sustainable, renewable or circular. While there are different shades of green available – brands need to be green to the core in order to stand out from others. Green positioning needs to go beyond the source and connect in innovative ways to the hearts of the consumers.

Sustainability and the bottom line

Sustainability in the greenest sense has often been criticized for not being sustainable at the bottom line. With innovation and new technology, businesses are discovering that sustainability can have a positive impact on the balance sheet. The most valuable and sustainable energy is the energy that is never used.

Electric transportation

The electrification of the automobile fleet is well underway with EV sales climbing steadily. Adding an EV model to car brands has moved from a governmental requirement to a consumer demand. Innovation has led to opportunities for other types of transport being powered by electricity while creating new challenges and opportunities for energy companies.

One of the factors that form brand image in the minds of customers is the stereotype they have in mind of the people working for the brand and the corporate culture in the organization. This influences how competent consumers consider the brand to be to fulfil their needs. A minority in a number of customers but a majority in the number of power usage, businesses form an important customer base for most energy companies.

Branding from the inside out

A brand is reflected by everything an organization does and everything an organization does is a reflection of the people behind the actions. There is a war for talent going on and brands need to speak to both employees and possible employees. A brand must communicate in a simple, constant manner and every employee must know how to communicate on behalf of the brand. Branding is not exclusive to marketing and communications – it should be the matter of the whole organization, but this track focuses on the human resources side of branding.

B2B communication

Almost every industry or sector has two sides, the one facing the end-consumer and the part of the industry that caters to businesses. The difference between the consumer market and the business market are higher numbers involved in each business relationship which comes with greater responsibilities. Brands are a signal of trustworthiness and trust is of the essence for decision makers. It is often thought that price is the prime factor on the B2B market, but research has shown that brands on the B2B market that use emotional marketing message fare better off than ones using rational message. This track explores if this holds true in the energy space and which factors matter to the B2B energy consumer.

Partners

NORTHERN LIGHTS SPONSOR

STRATEGIC PARTNERS

MEDIA PARTNERS

COMMUNITY PARTNERS

ADMINISTRATIVE PARTNERS

Experience CHARGE

Frequently Asked Questions

General

Iceland… sounds cold. Should I prepare for snow?

Well, the weather up here is pretty unpredictable but you should not expect any snow. But in mid-late September you could experience some wind or rain. We recommend you check the forecast the day you pack.

What is the Energy Branding Conference?

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.

Where and when will the conference be held?

The Conference will be held at Harpa‘s concert hall and conference center in Reykjavík, Iceland. The event will take place in September 2018. The conference program is September 24-25.

Who should attend?

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.

Is there a dress code?

Neither strict nor formal. We recommend business casual since you will do a lot of sitting.

Cost

Do you have an Early Bird discount?

Yes we do. The price for Early Bird admission will be 1.390 euros.

Is it possible to buy a ticket for a single day/single track?

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.

Is it possible to register on-site?

It is possible if there will be any tickets available at that time. Price on-site will be 1.920 euros.

How much is general registration

General registration is 1.660 euros.

Transportation & Accomodation

How can I get to the conference center?

It depends on where you stay. You could get there by foot or by a taxi, public transport or by renting a car.

Where is the conference?

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.

Where can I stay?

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.

How can I get to Iceland?

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.

Where is Iceland?

Iceland is an island in the Atlantic ocean, midway between N-America and Europe.

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