CHARGE

ENERGY
BRANDING


September
24-25 2018

ENERGY AT THE CROSSROADS OF NEW CHALLENGES

 

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

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

NEWSLETTER SIGNUP

  • Piotr Zawistowski
    President of the Management Board - TGE, The Polish Power Exchange
    Piotr Zawistowski
  • 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.

  • Þórdís Lóa Þórhallsdóttir
    Deputy Mayor of Reykjavík
    Þórdís Lóa Þórhallsdóttir
  • Stephen Woodhouse
    Chief Digital Officer - Pöyry
    Stephen Woodhouse
  • Jón Ólafur Halldórsson
    CEO - OLÍS
    Jón Ólafur Halldórsson
  • Þórdís Lóa Þórhallsdóttir

    Þórdís Lóa Þórhallsdóttir

    Deputy Mayor of Reykjavík

    Thordis Loa is an experienced leader, always believing in people and their ability to change the world with a positive attitude.

    Expertise in Leadership, Executive Management, Entrepreneurship, Change Management, Investments, Business strategy, Business build, Corporate Social Responsibility, Innovation, Brand development, & Public speaking.

    Thordis Loa´s background varies from being a political leader as the President of the Executive Board at the City of Reykjavik, a CEO of Gray Line Iceland, the VP for the Social Welfare at Reykjavik City, a University professor to being an Entrepreneur, TV Host, Investor and an Owner of a Pizza Hut Chain in Iceland & Finland.

    Thordis Loa has been quoted numerous times in the media where her message point is always that believing in people, good teamwork, positive attitude and focus on diversity are core point for success in business.

    She has good experience in working in the multicultural environment, and her people skills enable her to connect with people from different cultures. Thordis Loa has lived in South America, studied in the USA and worked in Europe. She has a broad knowledge and experience on economic factors both in micro and macro perspective.

    Thordis Loa has had success in changing and streamlining both in private and public sector for better results and more profits.

    She has participated in various Associations in Business such as being the chairman of Finnish Icelandic Chamber of Commerce. Through this cooperation, she had success in more business between the two countries and established a good working relationship with the embassy of both nations, ministry foreign affairs, PROMOTE Iceland and FINPRO.

    Thordis Loa is the past-president of the Association of Women Business Leaders (FKA) in Iceland with an emphasis on diversity and networking between business leaders.

    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.

    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

    Sushil Reddy

    Sushil Reddy

    Founder - The SunPedal Ride

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

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

     

     

     

     

     

    Anne-Cathrine Tjørnehøj

    Anne-Cathrine Tjørnehøj

    PR and Integrated Communication mgr. - Signify (former Philips Lighting)

    Signify is the world leader in lighting with recognized expertise in the development, manufacture and sale of innovative, energy-efficient lighting products, systems, and services. Signify’s purpose is to unlock the extraordinary potential of light for Brighter Lives and a Better World. Sustainability lies at the heart of the company. Through the Brighter Lives Better World program, the company sets ambitious targets for sustainable revenues and operations.

    By 2020, Signify plans to be carbon neutral and 80% of the revenues will come from sustainable products, systems and services. By the same year, the company aims to eliminate waste going to landfill sites, have a zero-injury workplace as well as an audited and trained green supply chain.

    Signify was formerly Philips Lighting, which became a standalone company following its spin-off from Royal Philips in 2016. In 2017 the company had sales of EUR 7.0 billion, approximately 32,000 employees and a presence in over 70 countries.

    As PR and Integrated Communication Manager for the Nordics Anne-Cathrine leads the communication and PR activities and works closely with the Global Head of Public and Government affairs at Signify to drive focus on sustainability and energy efficiency in the Nordics.

    Anne-Cathrine has a Master in Economic Marketing from Copenhagen Business School. Before joining Signify Anne-Cathrine was Strategic Marcom Manager at Dell.

    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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