ENERGY AT THE CROSSROADS OF NEW CHALLENGES
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.
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industry, Ari launched Powershop as a startup in 2009 after being frustrated with the industry’s legacy systems and outdated attitudes towards customers.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.
Lorena has years of experience within the energy sector, focusing on Business Development, Business Strategy and Innovation. She achieved several go to market of different new Products in the sector and successfully expanded offerings of a conventional utility by telecommunication, Service by Design as well as hardware solutions. Lorena’s main effort is to reach highest customer satisfaction by developing new business models, products and establishing new markets. With regard to her international network, Lorena is connecting innovators and Start-Ups with the relevant industries and markets. Within the Blue Minds Company, Lorena is seeking to contribute the energy market transition from a very different perspective and in a highly dynamic environment. She is Brand Ambassador and Advisory Board Member of EUW and has been involved with CHARGE – Energy Branding Conference. Moreover, her efforts spread to different communities cultivating an international Environment of industry experts.
Deryl Brown 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).
The first CEO of a major utility to address environmental issues and once named by Newsweek as one of the “50 Most Powerful People in the World”, Jim Rogers is a journalist, lawyer, CEO, author and philanthropist. He currently is a Rubenstein Fellow at Duke University. Jim is co-teaching a groundbreaking graduate seminar entitled: Renewables and the World’s Poor at Duke University.
He was most recently CEO at Duke Energy and served as CEO for almost 25 years in the electric utility industry. He did a series of mergers and acquisitions culminating in the creation of Duke Energy, the largest electric utility in the US. He also owned and/or operated assets in 17 countries in Africa, South Asia, Europe, and Central and Latin America. He has served on the boards of eight Fortune 500 boards. He currently is on the boards of the Aspen Institute, Brookings Institution, The Nature Conservancy, Bloomberg New Energy Finance, among others.
In 2015, he authored “Lighting The World: Transforming Our Energy Future by Bringing Electricity To Everyone” in which he advocates for bringing electricity to the 1.2 billion rural poor through off-grid primarily renewable solutions. He is a co-founder of the Global Brightlight Foundation, which delivers solar-powered lanterns capable of charging cell phones to rural communities around the world. In 2009, Newsweek named him one of “the 50 Most Powerful People in the World.”
Clay Koplin is the Chief Executive Officer of Cordova Electric Cooperative, Inc. Clay has a bachelor’s degree in Electrical Engineering from the University of Alaska Fairbanks (UAF) and a Master’s Degree in Business Administration from Indiana University’s Kelley School of Business. He served at Kodiak Electric Association as Staff Engineer and registered as a professional electrical engineer before moving to Cordova with his wife Lila in 1998 to work as Manager of Engineering and Operations. In 2007, Clay became CEO for Cordova Electric Cooperative. Clay is currently serving on the Northwest Public Power Association Board of Trustees, Alaska Center for Energy and Power Advisory Board, and is Mayor of Cordova. His professional specialities include project management, underground electric and communication design and installation best practices, various aspects of static and dynamic hydroelectric and hydrokinetic disciplines, electric utility business management, and strategic planning and execution. Infrastructure development included participation in the design and construction of three hydroelectric projects and an Organic Rankine Cycle heat recovery project. He has participated in recent US State Department Sponsored outreach to Greenland and Northern Canada around arctic, off-grid, renewable energy policies and practices. Clay enjoys community service, writing, hunting, fishing, and gardening.
Mohsin serves as the Chief Operating Officer of Volterra Energy Holdings, which is the parent company to three unique retail electricity brands in Texas: Discount Power, Power Express and Volterra Energy. He has been involved in the retail energy industry since the early days of deregulation in 1997. He has previously worked at Enron Energy Services, Tara Energy and Fulcrum Power Services. Prior to joining Volterra, he was responsible for launching a new retail energy brand in New York and Pennsylvania markets. His areas of expertise include retail and wholesale operations, risk management, business development, customer care and information technology. Mohsin holds a Bachelor’s degree in Industrial Engineering from Iowa State University and an MBA from the University of Missouri.
A global company, Enel X has strong roots in the energy sector and an open strategy geared towards digitalisation, sustainability and innovation. Using smart, simple and fast technologies to help their customers discover a new way of using energy, all over the world.
Born in New York (USA) in 1968, Mr. Venturini graduated cum laude in Economics from the University “La Sapienza” of
Rome Italy where he also served as assistant professor of Banking Strategies and Techniques during the academic year
1991-1992. Mr. Venturini is a London Business School alumnus and he has been awarded an MBA at the MIT Sloan
At the onset of his career, Mr. Venturini served as Financial Controller for Elsag Bailey Process Automation, a Finmeccanica
group company, taking part in its listing on the NYSE. He later became Chief Financial Officer for several companies of
the Elsag Bailey Process Automation and Hartmann & Braun groups in both the United States and Brazil.
He joined the Enel Group in 1997 as Head of Administration and Management Control at Enel S.p.A., contributing to the
company listing on the New York and Milan Stock Exchanges. Mr. Venturini later became Head of Internal Audit within
Enel’s Distribution and Market Division, and subsequently, Head of Sales Administration within the same division. In 2009,
he was appointed Head of Finance in Enel Green Power. Afterwards, he worked at Enel Green Power North America, first
taking on the role of Head of Business Development and later, in 2011, as Head of the North America Area. In May 2014,
he was appointed Chief Executive Officer and General Manager of Enel Green Power, a position that he held for 3 years
making the company one of the best-positioned and more successful operators in the renewable energy sector at the
In May 2017, Mr Venturini has been appointed Head of E-Solutions, a new global division within the Enel group which has
been created to provide new digitalized products and value-added services, such as energy efficiency, demand response,
electric mobility, IoT and optical fibre at both residential and C&I level.
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.
Bruce Stewart is Chief Marketing Officer at Current, powered by GE. He elevates Current’s product portfolio, increases demand for their solutions and drive revenue growth.
Prior to joining Current, Bruce served in dual capacity as CMO and Senior Vice President of the Mass Markets business division at Constellation Energy. In his CMO role, he managed the company’s marketing and branding strategy, analytics and corporate sponsorship initiatives, as well as channel partnerships, digital marketing and web services. As the head of the Constellation Mass Market’s business division, he created a new business focused on delivering energy services to consumers that grew rapidly from a start-up to a multi-billion dollar business in five years serving over 2.5 million customers.
Bruce’s experience also includes 20 years of leadership, expertise and innovation with several leading brands and digital platforms. Prior to Constellation, he served as CEO of mobile and digital of KGB, the world’s largest independent provider of directory assistance and enhanced information services, where he had overall global business management, P&L and operations responsibility for KGB’s mobile and digital division. He was also vice president and general manager for Yahoo! Inc.’s Connected Life division, where he served on the executive leadership team providing oversight of Yahoo!’s broadband, mobile and wireless, digital home and PC desktop application businesses in the Americas.
James Ellsmoor is Director and Co-Founder of Solar Head of State (SHOS), a nonprofit working to promote renewable energy worldwide through iconic and high-profile rooftop solar installations and coordinated public education programs. SHOS currently has a focus on the Caribbean and Pacific island regions and will this year install solar on Jamaica House, the official residence of the Jamaican Prime Minister.
James is an entrepreneur passionate about renewable energy and sustainable development and his work aims to bring together private, nonprofit and government entities together to advance the role of renewable energy worldwide. His key area expertise is sustainability innovation and entrepreneurship in rural, remote and island regions. He has experience living, working and traveling in over 40 countries and has worked with government, private and nonprofit sectors. James has experience in international politics working with the Seychelles Delegation to the UNFCCC COP23 and as an observer to the United Nations Climate Technology Centre and Network. His academic research focuses on the role of SIDS renewable energy targets in international climate negotiations, involving extensive fieldwork in the Pacific and Caribbean regions. In 2017 he was recognized by Forbes Magazine’s 30 Under 30 in Energy and by Richtopia as one of their top 20 young entrepreneurs.
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.
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.