ENERGY AT THE CROSSROADS OF NEW CHALLENGES
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).
Ari is founder and CEO of Flux Federation. He might dress like a washed-up DJ, but over the past decade, he has spearheaded the radical transformation in electricity retailing in New Zealand, Australia and the UK. An engineer with more than 25 years experience in the energy industry, Ari launched Powershop as a startup in 2009 after being frustrated with the industry’s legacy systems and outdated attitudes towards customers. A tech geek at heart, Ari saw a massive opportunity to use the flexibility, transparency, speed and lower cost structures offered by digital technologies to provide a fundamentally different (and better) experience for utility partners and their customers. Ari enjoys building power companies that customers love and with Flux Federation he is pursuing further partnerships to spread the love across international energy markets.
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.
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.
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.
Henrik is the global creative director at Statoil, responsible for creative strategy and creative excellence across all markets and channels. Henrik joined Statoil and the energy business in 2012 after a long life in the advertising industry in Norway working with brands like TINE, SAS and the Norwegian defence. He also has experience from Telenor where he was the international brand manager for djuice and part of the team setting up and running the global Telenor Brand Academy. Henrik is a frequent speaker on branding, reputation and creativity in Norway. Besides work, he is passionate road cyclist and cross-country skier. Henrik has been to Iceland a couple of times and loved it.
Kirk is a member of the team at Shell Technology 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 Unites 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.
eurelectric is the largest association of energy companies in Europe, representing the European Electricity Industry. Koen leads the Corporate Affairs and Strategic Communication activities of the association. Previously, he was managing the European climate and energy unit at eurelectric covering various files, including climate, environmental and renewables policies, carbon markets and power sector innovation.
eurelectric’s mission is to further the development and competitiveness of the sector, providing representation for the energy sector in public affairs and to push the role of the low-carbon energy mix for the advancement of society. The main objectives of the association are to achieve a carbon-neutral electricity mix in the continent well before 2050, ensure an efficient and reliable supply of electricity through an integrated market and developing energy efficiency and electrification of the demand-side to mitigate climate change.
Prior to joining eurelectric, Koen worked as a Business Consultant for Accenture Belgium in Brussels. He holds a master’s degree in business engineering from the University of Leuven.
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.
Jacob founded Saffron and was immediately joined by his mentor and friend Wally Olins –
the man who invented brand strategy.
He champions the global, multi-cultural and one-team approach that Saffron embraced
since day one. Previously, Jacob worked for 9 years at Wolff Olins and was part of the
team that created the iconic telecom brand Orange.
At Saffron, he’s led a number of high-profile engagements including the creation of
Vueling, Akzo Nobel, A1 Telekom Austria as well as the rebrand of Bankinter and Swiss
Re. He spearheaded the expansion of Saffron from two head offices (Madrid and London)
to the global presence it has today.
An engineer by training, Jacob speaks English, French and Spanish, and graduated with a
B.S. and M.S. from Boston University. When he is not keeping the lights on at Saffron, he
is a frequent media commentator on issues related to brand including sitting on the
Cannes Lions design jury. He never complains when he’s forced to travel in style but has
no hesitation jumping into a Mumbai taxi during a monsoon.
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.
Bundesverband Neue Energiewirtschaft e.V. (bne / Association of Energy Market Innovators) represents the interests of grid-independent energy suppliers and energy service companies in Germany. Unlike suppliers with a connected grid, the members are free of monopoly interests: They are committed to fair competition and a diverse energy market.
For turning the “Energy Transition” (Energiewende) into a success story, BNE needs good ideas. Their member companies have plenty of those! Whether producers, suppliers or energy service providers, they are developing and implementing plentiful new and successful solutions for all areas of the energy sector. bne member companies provide electricity, natural gas and energy services to more than 7 Mio customers in Germany today.
Robert Busch has been at the helm of bne since 2005. After graduating from law, he began his career as a legal advisor at ares Energie-direkt GmbH. He also worked for the “Grid Access Task Force” at the Federal Ministry of Economics and was CEO of statt-werk GmbH.
The mission of bne is Survival of the fairest
“The energy market is highly competitive with many different suppliers competing with their products to win the favour of customers. That’s good news. After all, fair competition is necessary if the best solutions are to prevail – assuming of course, that everyone plays fairly. Suppliers must all have the same opportunities. bne is championing an energy market design that allows just that – a market that is free of discrimination and that has clear rules which everyone can rely on.
Fairness is the key to a successful market economy. Basic principles are clear rules and equal opportunities for all. We are advocating for these principles of success and demand them to be embraced by all energy market participants. After all, current market structures are anything but fair: Over and over again, integrated grid operators keep important information to themselves. They prefer their affiliated supply companies – because they still benefit from old exception rules and regulations.”
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
Stephen Woodhouse Poyry
Stian Madsen Enoro
Tom Emil Olsen Kind
Tronn Skjerstad Skjerstad
Zac Canders Data Capable
Monday – September 24th
Mr Guðni Th. Johannesson
President of Iceland
|09:15||Death of the Utility|
|10:45||The Space Invaders|
|13:00||Branding from the Inside|
|15:45 – 17:00||Magnet Workshops|
|17:00 – 18:00||VIP reception for Speakers and Sponsors|
|19:00 – 23:00||CHARGE Awards|
Tuesday – September 25th
|09:00||Sustainability and the bottom line|
|13:00||Green is the new Black|
|14:30||From an Incumbent to an Energy Brand|
|15:45 – 22:00||Aurora Networking Excursion|
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 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?
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.
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?
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 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.
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.
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.
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.
Access to proceedings in Harpa conference Hall
Food and snacks during lunch and coffee breaks
CHARGE Awards Dinner & Ceremony
(Regular price: 1.660 EUR)
The Early Bird registration gives a full admission to CHARGE Energy Branding. The offer ends June 30th, 2018 and is subject to availability.
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.
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.
Neither strict nor formal. We recommend business casual since you will do a lot of sitting.
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.
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.