CHARGE

ENERGY
BRANDING

 

ENERGY AT THE CROSSROADS OF NEW CHALLENGES

 

CHARGE Energy Branding – A global event in Reykjavik, Iceland. September 30th and October 1st 2019. 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.

 

2019 AGENDA WILL BE UP SOON

SCROLL DOWN TO SEE WHAT WENT ON IN REYKJAVIK IN 2018

NEWSLETTER SIGNUP

Dr. Friðrik Larsen

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.

Dounia Alno

Dounia Alno

Brand Strategy Director - ENGIE

Dounia Alno started her career as a brand consultant for TBWA then Havas, where she developed her expertise in brand strategy related to complex transformations. In 2013, she joined the airport group Groupe ADP where she managed the whole creation and implementation of the Paris Aéroport brand. In 2017, she became Brand Strategy Director at ENGIE. Passionate about brands, Dounia is a graduate from the French business school ESSCA and holds a Master in brand strategy from the CELSA-Sorbonne communications school. She strongly believes in brands power and is currently focusing on managing the transformation of ENGIE into a purpose-driven company.

ENGIE is a global energy and services group, focused on three core activities : low-carbon power generation, mainly based on natural gas and renewable energy; global networks and customer solutions. Driven by its ambition to contribute to a harmonious progress, ENGIE takes up major global challenges such as the fight against global warming, access to energy to all, or mobility, and offers its residential customers, businesses and communities energy production solutions and services that reconcile individual and collective interests.

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).

Piotr Zawistowski

Piotr Zawistowski

President of the Management Board - TGE, The Polish Power Exchange

Piotr Zawistowski has been in the energy industry since 2000. He started his career in the sector as a power trader at Zakład Energetyczny Legnica and later with EnergiaPro Koncern Energetyczny S.A. In 2007-2008, he actively participated in the inception of EnergiaPro Gigawat, where he became Director of the Analysis and Risk Management Department. From 2008, he was Director of the Portfolio Management Department of TAURON Polska Energia S.A., where he took part in a number of key projects including as Project Manager responsible for the development of TAURON Group’s business model and for the integration of trade functions with GZE (Vattenfall) Group companies.

From May 2014 to December 2015, he was President of the Management Board of TAURON Obsługa Klienta sp. z o.o., and from December 2015 to March 2017, Vice President of the Management Board and Head of Customer Service and Trade with TAURON Polska Energia S.A., responsible among others for the development of TAURON Group’s offer of electricity and gas products. He was also President of the Executive Board of the Association of Energy Trading (TOE) from March 2016 to March 2017 and Member of the Executive Board of the Polish Electricity Association (PKEE). Since September 2017, he has been on the Supervisory Board of the TGE.

Piotr Zawistowski holds an MA in Corporate Management from the Wrocław University of Economics (2002). He completed a post-graduate programme in Sales Management at the Higher School of Banking in Wrocław (2007).

TGE is a continuously evolving power exchange, focused on improving the liquidity of the managed markets and on providing the members and participants of the exchange with modern energy trading tools. TGE has offered the members of the exchange market a new brokerage application – Xsteram Trading and SAPRI, developed by NASDAQ OMX.

Stephen Woodhouse

Stephen Woodhouse

Chief Digital Officer - Pöyry

Stephen, together with the #PoyryDigital team, helps deliver added value to Pöyry’s clients by stimulating, incubating and connecting the many exciting digital developments taking place across Pöyry.

Pöyry has ramped up its investment in digitalisation with the establishment of its #PoyryDigital transformation team. The international management consulting and engineering company earlier this year announced #PoyryDigital, the umbrella name for its digital solutions, which has already resulted in numerous new digital services, ranging from ‘Smart Water’ to ‘Pöyry Innovation Link’: www.poyry.com/digital.

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.

Jón Ólafur Halldórsson

Jón Ólafur Halldórsson

CEO - OLÍS

With extensive experience in brand building in the retail energy space in his management positions at Olíuverzlun Íslands hf (OLÍS) for the last 23 years. He is responsible for all sales activities of the company, both on the consumer and corporate markets. The company currently operates 70 sales outlets nationwide, offering extensive services. This job is highly demanding with all factors of corporate management being put to the test, for example, sales and marketing, operation and finances. He has furthermore held a seat on OLÍS’ Executive Council for the last 20 years where all the principal focal points in the company’s operation are decided. These years have provided him with extensive and valuable experience in the operation of companies, which he deems as being good foundations for any executive position.

In recent years he has represented OLÍS on the board of directors of several companies. The tasks at hand at any given time are certainly many and variable, including responsibility for sale, operating and investment plans, negotiations with the company’s largest customers, and interacting with the company’s foreign business partners

Stefanía G. Halldórsdóttir

Stefanía G. Halldórsdóttir

EVP, Marketing and Business Development - Landsvirkjun

Stefanía G. Halldórsdóttir is Executive Director of Marketing and Business Development at Landsvirkjun, Iceland’s largest power producer. Before joining Landsvirkjun, Stefanía worked for CCP Games, most recently in the position of General Manager in Iceland, but also as Senior Development Director in the Shanghai office. Before joining CCP Games, Stefania worked in the energy industry for over 10 years, first at the National Energy Authority where she was head of information technology with responsibilities in international projects, and then later in a consulting company focusing on energy solutions and business intelligence. She also served on a European committee for the EU Water Framework Directive and was on the steering group in a Nordic project on Climate Change and Energy Systems.

She is the Chairman of the Board of Icelandic Startups, the software company Tempo, Flow VR, a virtual reality experience company and Almannarómur, a foundation focused on developing language technology solutions for Icelandic.

Stefanía has a M.Sc. in Environmental Science and a B.Sc. in Geography from the University of Iceland.

Birna Ósk Einarsdóttir

Birna Ósk Einarsdóttir

CXO Customer Experience - Icelandair

From April 2017, until she joined Icelandair in early 2018, Birna served as Executive Vice-President of Marketing and Business Development for Landsvirkjun. She worked as an executive for the IT company Síminn from 2011, most recently as head of sales and services. Birna worked for Síminn from 2001, starting in public relations and HR. She led Síminn’s Project Management Office from 2006 to 2010 and concurrently managed market affairs from 2009 to 2010 until she accepted the post of executive officer. Birna has served on the board of directors of Skeljungur hf. since 2015 and Já ehf. Since 2017.  She served on the board of directors of Farsímagreiðslur ehf., a mobile payment service provider, from 2012 to 2015  and on the board of directors of Gildi Pension Fund from 2014 to 2015.

Birna has a degree in business from the University of Reykjavik and an M.Sc. In management and strategic planning from the University of Iceland; she has also completed a programme of AMP studies for managers at the IESE Business School in Barcelona.

Caroline Kamerbeek

Caroline Kamerbeek

VP Marketing & Communications, Energy - DNV GL

To create a safe and sustainable future, thousands of DNV GL’s independent energy experts deliver fact-based insights to build confidence in the global energy transition. Caroline Kamerbeek has built DNV GL’s brand in the energy market through an integrated digital marketing and communication approach with measurable impact on awareness, reputation and revenue. She chairs the Board of KIEMT, an NGO for the Energy Transition and the Circular Economy.

Guðný Camilla Aradóttir

Guðný Camilla Aradóttir

Sustainability Manager - IKEA

Prior to joining IKEA in Iceland, Guðný Camilla was occupied with sustainability and the environment through her experience in the fields of copywriting, translations, news media and public relations. It is her opinion that a mega brand like IKEA has the capacity to have a real impact on its customers’ daily lives and that sustainability will play an ever-increasing part in the coming years. Sustainability has been an important part of IKEA’s brand heritage and identity. In recent years this has been reflected by IKEA only offering LED lights and providing customers with charge points for electric vehicles outside the store. This is how IKEA – one of the world’s most valuable brands – has indirectly become a part of the energy space. Guðný has studied at the University of Iceland and Copenhagen Business School.

Roberto Zangrandi

Roberto Zangrandi

Secretary General - EDSO for Smart Grids

Roberto Zangrandi is the Secretary-General of EDSO for Smart Grids, the association of the leading European electricity distribution system operators (DSOs). Previously, he has been Special Adviser of EDSO on secondment from Enel Group of Italy since 2015. At Enel, he guided their EU Institutional Affairs office in Brussels between 2007 and 2014. He has also worked as Director of External Relations for Fiat in Frankfurt and gained extensive experience as an economic and financial journalist for various publications.

Mr. Zangrandi has been the founding Chairman of the CSR Managers Network of Italy and held the postgraduate Chair of Public Relations at Udine University, the first to teach the practice in Italy. He studied Political Science and Sociology and holds a Master in International Associations Management from the Solvay Brussels School.

EDSO for Smart Grids gathers leading European distribution system operators (DSOs) for electricity, cooperating to bring smart grids from vision to reality in Europe and is focused on guiding EU RD&Dpolicy and member state regulation to support this development.

Smart grids are a prerequisite to achieving the EU’s ambitious energy and climate objectivesto 2020 and beyond – decreasing greenhouse gas emissions, increasing energy efficiency and the strongest driver of all, increasing the share of renewable energy connected to our networks.

EDSO and its members are committed to taking on this huge challenge, while at the same time ensuring the reliability of Europe’s electricity supply to consumers and enabling them to take a more active part in our energy system.

EDSO is the key-interface between Europe’s DSOs and the European institutions, promoting the development and large-scale testing of smart grid models and technologies in real-life situations, new market designs and regulation.

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.

Admission Fee

198.500 ISK

Appr. 1.660 EUR.

 

Íslenskum aðilum býðst aðgangur að ráðstefnunni á sérstökum kjörum. Smellið hér fyrir nánari upplýsingar og skráningu.

Included

You will get full access to the conference proceedings and it’s exclusive events. Food, drink and snacks during lunch and coffee breaks. A seat on the Aurora Excursion, an exclusive networking event that will take you outside of Reykjavik for a memorable tour full of energy. Included in admission are the CHARGE Awards ceremony and Dinner.

Register now!

A unique conference experience

Click here for full agenda

Day programme

September 24 & 25

Harpa Culture and conference center

 

The day programme of the conference takes place in Harpa Culture and Conference centre, located at Reykjavik harbour – located in the city centre. Included in admission are snacks and coffee during breaks and lunch both days. Click here to see the location.

Evening programme

September 24th

CHARGE Awards ceremonial dinner

 

The CHARGE Awards will be handed out to World’s Best Energy Brands on the evening of the 24th of September in Gamla Bíó theatre. The door opens at 19:00 hours with a networking cocktail. The Minister for Transport in Iceland, Sigurður Ingi Jóhannsson will give an opening speech before dinner is served. Ragna Árnadóttir, deputy CEO of Landsvirkjun will address the ceremony and Ragnheiður Elín Árnadóttir Senior Fellow at the Atlantic Council’s Global Energy Council will hand out the awards. Musical performance by Ólöf Arnalds and Skúli Sverrisson. After the ceremonial dinner, we will go up to the rooftop terrace bar to watch the Northern Lights. Click here for the location.

Afternoon programme

September 25th

Landsvirkjun Magnet Excursion

 

Buses will be waiting for you right outside Harpa Conference Hall. You will go to Ljósifoss Power Plant were the programme continues. The ride will take you outside of Reykjavik through the unique autumn coloured landscape. On the way, we will make a stop at Þingvellir National park where we will take a short walk through the Almannagjá gorge. At the plant’s exhibition space will be short presentations and you can mingle with other conference guests over dinner. The buses will head back to Reykjavik around 21:00.

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.

CHARGE Energy Branding Awards, World's Best Energy Brands 2018, innogy, enmax, alperia, helen, eon, powershop, watt+volt, illumia, easyenergy.com, igloo, cleanchoice energy,burlington electric, ekwateur, bulb, enbridge, fingrid, tiko, fctre, virta

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
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

Janine Finnell Leaders in Energy
Jeremey Hogan Kraft+Toll
Johnny Yamaguchi Dentsu
Julien Guerrand ISCOM Paris
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

2017 Winners

Established

Challenger

Green

Distribution

Transmission

Product

2016 Winners

Transmission & Distribution

Retail

Green

Agenda

Click on tracks to see speakers and moderators

Monday

September 24th

09:00 – 09:10

09:10 – 10:30

10:30 – 10:50

Break

10:50 – 12:10

12:10 – 12:20

Power speaker from Meet in Reykjavik

12:20 – 13:00

Lunch

14:45 – 15:00

Finalists for the CHARGE Awards acknowledged

15:00 – 15:10

Break

15:10 – 16:30

16:30 – 18:00

VIP reception for Speakers and Sponsors

19:00 – 22:30

CHARGE Awards

Tuesday

September 25th

10:20 – 10:40

Break

11:40 – 12:10

12:10 – 12:50

Lunch

12:50 – 14:10

14:10 – 14:20

Break

Opening address

Starts: 09:00

The President of Iceland, Mr. Guðni Jóhannesson will officially open CHARGE 2018 with his opening speach.

Death of the Utility

Starts: 09:10

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.

Speakers:

Emma Inston – Global head of brand and customer communications – E.ON

Henrik Sætness – Head of Strategy and Analysis – Statkraft

Rosemary Steen – Director of External Affairs – Eirgrid

Koen Noens – Director Communications and Corporate affairs – Eurelectric

Panel discussion moderated by Dr Philip Lewis – CEO – VaasaETT

The Space Invaders

Starts: 10:50

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?

Speakers:

Jean-Marc Schreiber – CEO – Swibi

Mohsin Hassan – COO – Volterra Energy

Ari Sargent – CEO & Founder – Flux Federation

Iuliana Calin – Co-founder – SmartGrid Canada

Panel discussion moderated by Stephen Woodhouse – Chief Digital Officer – Pöyry

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.

Speakers:

Dounia Alno – Brand Strategy Director – ENGIE

Caroline Kamerbeek – Head of Marketing – DNV GL Energy

Rune Kirt – CEO & Founder – Kirt + Thomsen

Panel discussion moderated by Þórdís Lóa Þórhallsdóttir, Deputy Mayor of Reykjavík.

B2B Communication

Starts: 15:10

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.

Speakers:

Piotr Zawistowski – CEO – TGE, The Polish Power Exchange

Liene Donckers – Head of Marketing Communications – REstore

Paddy Young – Director – European Utility Week

Stefanía G. Halldórsdóttir – EVP – Landsvirkjun

Panel discussion moderated by Ingrid Helsingen Warner – Leidar

Q&A Session - Energy Legends

Starts: 14:20

In an industry that is changing fast it is necessary to look back at how the industry has changed by people who have helped shape the industry. The Energy Legends panels invites individuals that foresaw changes in the sector and acted on it. They will share how they identified an impending change in the past and how they see the industry change in the close future. Guests at CHARGE will receive a comprehensive view on how people can identify key factors that have affected the industry in the past and how they can use these factors to see how the sector will change in the future. The panel will include an interactive Q&A session where participants can contribute to the discussion.

Panelists:

Deryl Brown – ret. CEO – North American Power

Jim Rogers – ret. CEO – Duke Energy

Albert Albertsson – Visionary – HS Orka

Moderate by: Dr. Fridrik Larsen – CEO & Founder – Larsen Energy Branding & CHARGE

Audio Branding

Starts: 11:40

Today, brands can’t only interact via one medium. Sound and music are an obvious choice in a world moving towards a screen-less digital lifestyle. But it can’t be just any sound or any piece of music, there needs to be a strategy and reasoning behind the creative aspect.

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.

Speakers:

Anne-Cathrine Nordby Tjørnehøj – PR and Integrated Communication mgr. – Signify

Sandra Trittin – Head of Business Development & Marketing – Tiko Energy Solutions

Jón Ólafur Halldórsson – CEO – Olís, The Oil Company of Iceland

Birna Ósk Einarsdóttir – Chief Business Development and Strategy Officer – Icelandair

Panel discussion moderated by: Nick Medic – BTP Advisers

Measuring and comparing Energy Brands

Starts: 10:50

Dr. Fridrik Larsen, founder of CHARGE talks about why it is important for brands to gather objective insights from customers and be able to benchmark their brands to other brands worldwide.

Green is the new Black

Starts: 12:50

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.

Speakers:

James Ellsmoor – Director & Co-founder – Solar Head of State

Viggó Jónsson – Creative Director & Co-founder – Jónsson & Le’macks

Clay Koplin – CEO – Cordova Electric / Mayor of Cordova

Roberto Zangrandi – Secretary General – EDSO for Smart Grids

Sushil Reddy – Founder – The Solar PedalRide

 

Panel discussion moderated by Guðný Camilla Aradóttir – Sustainability Manager – IKEA Iceland

From an Incumbent to an Energy Brand

Starts: 14:20

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.

Speakers:

Oliver Woye – CEO & CCO – Die Wegmeister

Inga Dóra Hrólfsdóttir – CEO – Veitur

Henrik Øinæs Habberstad – Creative Director – Equinor

Jacob Benbunan – CEO – Saffron Brand Consultants

Panel discussion moderated by Páll Erland – Samorka

Aurora Networking Excursion

Starts: 15:45

Excursion to Ljósafossvirkjun

Landsvirkjun, the National Power Company of Iceland, invites participants of CHARGE to a Magnet Networking Excursion to the Ljósafoss Power Plant. The excursion will serve as a grand finale of CHARGE 2018. After the conference programme concludes, participants will go straight to buses that will take them on an energy excursion like no other. Participants will travel outside of Reykjavik through the iconic Icelandic landscape to the powerplant with a stop at Þingvellir National Park. At the powerplant, Landsvirkjun will host a reception.

The beauty of Hydro
The Ljósifoss Power Station was first of three stations to harness energy from the river Sog. The plant was designed by architect Sigurður Guðmundsson in Funkis style which is a unique Nordic flavor of Functionalism, and features decorations by sculptor Ásmundur Sveinsson.

A walk between continents

CHARGE is an event where the two worlds of energy and branding come together. If the weather allows, we will make a stop at Þingvellir National Park and you will go on a walk through Almannagjá canyon. The walk is perhaps symbolic for the meeting of two worlds since the canyon is where the continental drift tectonic plates of North-America and Eurasia are most visible. Þingvellir was also the place of the oldest national legislature in the world that still exists, founded in 930.

Experience the wonders of energy
The exhibition at Ljósifoss Power Station offers guests the opportunity to experience the evolution of electricity, through stories of the past, showing just how rapidly this energy source became a necessity in our daily lives. The exhibition is interactive with an emphasis on play and experience where the nature and characteristics of electricity are shown in multiple forms and guests are led through the world of electricity in new and creative ways.

Drink Renewable Energy
Renewable energy can be a valuable ingredient and a number of Icelandic brands use clean, Icelandic energy as part of their positioning. One of them is Ölverk, a craft brewery in Hveragerði, unique for using geothermal energy as part of the brewing process. Can you taste the difference?

Make new connections
Participants will be served a standing dinner. The best way to form new connections is by sharing meals and nothing gets the conversation flowing like a few drinks.

We will head back to Reykjavík around 21:00 which means that we will be back before 22:00. If the conditions are right, you might spot the Northern lights on the way back.

Departure from Harpa Conference hall: Tuesday 25th at 16:00

Departure from Ljósifoss Power Station: 21:00

 

What to wear

Bring along comfortable walking shoes and an overcoat for the walk in Þingvellir National Park. A scarf and a sweater might come in handy as well.

The World's Best Energy Brands

Starts: 10:50

An interactive Q&A session with representatives from finalists and winners of the CHARGE Awards. Get branding insights from some of the best in the world.

Moderated by Dr. Fridrik Larsen – CEO – Larsen Energy Branding

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.

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

DIAMOND SPONSOR

GOLD SPONSOR

SILVER SPONSORS

NORTHERN LIGHTS SPONSORS

GLACIER SPONSORS

OFFICIAL AIRLINE PARTNER

AMBIANCE PARTNER

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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