Meet us again in Iceland – September 24-25 2018

September 2018 - 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 again at the CHARGE Energy Branding Conference, a global event taking place in Reykjavik, Iceland – September 24-25 2018.

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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 is the scene for Energy Branding – the future of the industry. Whether it is the branding of utilities, customer engagement or sustainability as a branded ingredient, CHARGE is the platform of discussion and networking.


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. Branding of utility incumbents, challenger brands in the energy space, sustainability as brand value and technology enabling customers are the focal point of the conference. 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 at CHARGE 2017 / 2018 speakers announced soon

Mary Powell

CEO - Green Mountain Power

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

Koenraad van Hasselt

Snr. Mgr. Corporate Communications - TenneT

Virtual Vision is TenneT’s new image-building communication approach as a response. Read more.

Sabine Schmittwilken

Head Global Brand Management - Innogy

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

Anthony Ainsworth

SVP, Head of Global Marketing - E.ON

E.ON is one of the largest investor owned utilities in the world,. Read more.

Guðni Th. Jóhannesson

President of Iceland

Mr. Jóhannesson is the sixth president of the republic of Iceland.. Read more.

Jim Rogers

fmr CEO - Duke Energy

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

Paco Liebrand

VP Brand - Vattenfall

The European energy market is transforming – substantial investments into renewable. Read more.

Isabelle Thellen

Dir. Executive Affairs - Hydro-Québec

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

Tomas Häyry

Mayor - The City of Vaasa

Known as the Energy Capital of the Nordics, it’s more than. Read more.

Rob Cantrell

EVP - Crius Energy

Many brands, one vision is Crius' slogan, offering energy under seven brands. Read more.

Kenneth Black

Co-Chairman - E Source

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

Rana Brightman

Strategy Director - Siegel+Gale

From translating consumer and business insights into compelling brand and communication. Read more.

Francisco Carranza

Managing Director - Nissan Energy

Nissan is at the forefront of bringing EVs to the consumer. Read more.

Neville Ravji

CEO - Volterra Energy

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

Kristian Ruby

General Secretary - EURELECTRIC

Representing the electricity industry in Europe, The Union of the Electricity Industry -. Read more.

Karla Agan

Head of Retail Business - Estonian Energy Group

Estonia is one of the most digitalized countries in the world.. Read more.

Alexander Richter

President - International Geothermal Association

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.

Joris Jonker

Founder & CEO - THE FCTR E

THE FCTR E offers European homeowners a smart way to turn their. Read more.

Hörður Arnarson

CEO - Landsvirkjun National Power Company of Iceland

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

Erik Saelens

Founder, exec. str. Director - Brandhome group

Having researched and executed over 300 brand-change operations worldwide, Erik is the. Read more.

Roman Evdokimov

Head of Global Brand Development - Enel

With more than 10 years’ experience of work in a highly. Read more.

Stephen Woodhouse

Director and head of Market Design - Pöyry Management Consulting

With twenty years’ experience in the energy industry, specialising in the design. Read more.

Ásgeir Margeirsson

CEO - HS Orka

Mr. Margeirsson, CEO of HS Orka, is highly experienced within the. Read more.

Birna Ósk Einarsdóttir

Exec. VP - Marketing and Business Development

Increasing the value of Landsvirkjun’s 100% renewable energy through a strong. Read more.

Andreea Strachinescu

Directorate General for Energy EC

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

Tero Era

Country Manager - Fortum Charge & Drive Finland

From the leading electric vehicle charging service provider in the Nordics with. Read more.

Þórarinn Ævarsson

CEO - IKEA Iceland

An outspoken consumer champion of affordable home furnishing, Þórarinn has lead. Read more.

Tom Lindberg


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

Heini Kuusela-Opas

Head of Communications - Elenia

Elenia is the forerunner in developing digital customer services. Distribution company Elenia. Read more.

Dr. Pramod Paliwal

Professor & Dean - School of Petroleum Mgt., Pt. Deendayal Petroleum Univ.-India

Having over 26 years of corporate and academic experience. Read more.

Guðlaugur Þór Þórðarson

Minister for Foreign Affairs and External Trade

Guðlaugur Þór Þórðarson is the Minister for Foreign Affairs  and External. Read more.

Jón Ó. Halldórsson


With extensive experience in brand building in the retail energy space in. Read more.

Jón Atli Benediktsson

Rector & President - The University of Iceland

Jón Atli Benediktsson is the President and Rector of the University. Read more.

Snjólfur Richard Sverrisson

News Editor - Montel

Montel is a key information provider for the European energy markets,. Read more.

Florian Frömberg

Industry Principal - SAP

Serving 90% of the world’s largest utilities, SAP is one of. Read more.

Susanne Nies

Corporate Affairs Mgr - ENTSO-E

ENTSO-E represents 43 TSO's from 36 countries across Europe. ENTSO-E is committed. Read more.

Björt Ólafsdóttir

Minister for the Environment & Natural Resources

Björt Ólafsdóttir took office as Minister for the Environment and Natural. Read more.

Tinna Jóhannsdóttir

Head of Marketing - Brimborg

Tinna has vast experience in human resources, marketing management and corporate. Read more.

Guðmundur Ingi Ásmundsson

CEO - Landsnet

Responsible for the secure flow of green energy in challenging conditions,. Read more.

Pálmar Óli Halldórsson

CEO - Samskip

Samskip has grown to become one of the larger container transportation. Read more.

Hans Koeppel

Head of unit - German Federal Foreign Office

Germany’s long history as a pioneer in the field of renewable. Read more.

Alan Rose

Global Sales and Marketing Director, Energy Industry - Intel Corporation

Alan brings over 18 years of combined sales and marketing, business. Read more.

Brage Johansen

CEO - Heimdall Power

With vast experience in the energy sector through all of his. Read more.

Stuart McBain

Director - Stuart McBain Ltd.

Stuart will attempt to drive the ring-road around Iceland in an. Read more.

Simon Anderson

CSO - Green Energy Options

With an MBA from Cranfield, Simon began his career as submarine. Read more.

Dr. Friðrik Larsen

CEO - LarsEn Energy Branding

A pioneer of energy branding, Fridrik was the first person in. Read more.

Jonas Törnquist


Driving forward the integration of European power markets is the main. Read more.

Einar Sævarsson

CEO, Co-Founder - Activity Stream

Empowering people with the right intelligence at the right time. Fueled. Read more.

The World's best energy brands 2017 /

Best Established Brand – E.ON

Anthony Ainsworth – SVP –
Head of Global Marketing E.ON

Best Challenger Brand – OVO Energy

William Rowe, Product Manager and Tom Griffin, Head of Energy Storage – OVO Energy

Best Green Brand – Greenpeace Energy

Olaf Altmann, Head of Marketing – Greenpeace Energy

Best Distribution Brand – Elenia

Heini Kuusela-Opas, Head of Communications, Tapani Liuhala, CEO – Elenia

Best Transmission Brand – TenneT

Koenraad Van Hasselt, snr. Communications mgr – TenneT

Best Product Brand – Nissan

Francisco Carranza, Mg. Director – Nissan Energy

Established brands

Companies that can be traced back to before the liberalisation of markets or can be considered as established brands in their markets.

Challenger brands

Energy brands that entered the market since market reforms. This category does not exclude brands that are owned by big players.

Green brands

Energy brands that use green imagery and sustainability to differentiate their positioning on the market.

Chugoku Electric Power

OVO energy
Public Power
octopus energy

Greenpeace Energy
Green Mountain Power
Nordic Green Energy
Natur Energie Plus
ON Power

Transmission brands

Companies responsible for operating transmission networks and have built outstanding brands that communicate to various stakeholders.

Distribution brands

Distribution system operators that have created value for their customers through effective branding.

Product brands

Consumer products that are related to energy. These can be brands that provide tangible products or software solutions.


ESB Networks

Green Energy Options

Why choose the best brands in energy?

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 – 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 shortlist of brands. Members of the panel will individually rate each brand on the shortlist for the selection of finalists.

To select winners for the World’s best energy brands, the score for each brand is a combination from a panel of experts, consumer survey and a rating of an independent analysis. In the categories of Transmission, Distribution & Products, the average score from panel members decides the best 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.

Akif Papas – CGI
Alan Rose – Intel
Albert Muñoz – Jonsson & Le’Macks
Alexander Richter – ThinkGeo / IGA
Amit Saraogi – Oorja Energy Solutions
Arild Soldal – Miles
Ben Parker – Utility week live
Birna Ósk Einarsdóttir – Landsvirkjun
Chris Oberle – MarketStrategies International
Claire Camus – ENTSOE

Dr. Pramod Paliwal – Pandit Deendayal Petroleum University
Greg Tracz – International Hydro
Jacob Benbunan – Saffron Consultants
James Ngomeli – Brands and Beyond
Jeremey Hogan – Kraft+Toll
Johnny Yamaguchi – Dentsu
Jukka Ruusunen – Fingrid
Karsten Wiedermann – BNE
Kenneth Black – esource
Lia Maria Marchena Fuenmayor – KIC innoenergy

Lorena.Skiljan – Vienna Energy
Martin A. Rubinstein – EXPAND Circle
Martin Stadler – EdenSpiekermann
Matt Judkin – Executive Energy Management
Meena Dayak – Public Power Magazine
Mikkel Simonsen – Valcon Consulting
Nigel Broomhall – Break Point Consulting
Olga Fasiecka  – PTPiREE
Paddy Young – European utilities week
Patrick Hartmann – University of the Basque Country

Philip Guiliano – BrandActive
Rana Brightman – Siegel+Gale
Rune Kirt – Kirt+Thomsen
Sascha Lehmann – McCinsey
Slawomir Smyczek – University of Katowice
Stian Madsen – Enoro
Thomas Mikkelsen – VaaasaETT
Tom Emil Olsen – Kind
Tronn Skjerstad – Skjerstad
Zac Canders – Data Capable

Agenda /

Kick off session

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

Registration / Sign up now

Partners /

Diamond sponsor

Silver sponsor

Northern Lights sponsors

Lava sponsors

Glacier sponsors


Official Airline partner

Ambiance partner

Wi-Fi Sponsor

Strategic partners

International Geothermal Association

Local partners

Media partners


Revisit CHARGE 2017 /

CHARGE Energy Branding Conference was held in Reykjavik, Iceland for the second time in October 2017. CHARGE 2017 and the CHARGE Awards proved to be a big success, attracting guests from all over the world. For more images from CHARGE 2017, please visit our Facebook page.

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 of utilities; 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 was published by Palgrave-Macmillan and is the first book published on the topic of branding energy utilities and consumer perception towards the liberalization of energy markets, green energy and what is standing in the way of established utilities adopting a consumer centric strategy. 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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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.