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

Brian L. Wolff

Brian L. Wolff

EVP, Public Policy and External Affairs - Edison Electric Institute

Brian L. Wolff is Executive Vice President, Public Policy and External Affairs at Edison Electric Institute (EEI), and is responsible for managing the Government Relations, Political and External Affairs, and Communications departments for the Institute.  These groups are responsible for and integrate EEI’s direct lobbying, grassroots outreach, coalition building, and strategic communications functions. Mr. Wolff’s role is critical in strengthening the issue management process and advocacy efforts of EEI to meet the growing opportunities and challenges facing the electric utility industry. Mr. Wolff is also the Executive Vice President of the Edison Foundation.

Prior to joining EEI in 2009, Mr. Wolff was a strategist for the U.S. House of Representatives and served under former Speaker of the House Nancy Pelosi, Robert T. Matsui (D-CA), Rahm Emanuel (D-IL), and Chris Van Hollen (D-MD).  He also served as finance and taxation legislative aide to former Senator David H. Pryor (D-AR).  Prior to his work on Capitol Hill, he worked in business development at Cassidy & Associates and as an advisor to countless state and federal campaigns. He began his career in Washington as a producer and copy editor for the Washington Bureau of Cable News Network (CNN).

Mr. Wolff is an Arkansas native. He earned a BA from the University of Arkansas with a major in Economics and a minor in Journalism and completed the Senior Executive Program from Stanford University, Graduate School of Business in 2014.  In addition, he completed the Mastering Negotiations Program in Executive Education at the Harvard University John F. Kennedy School of Government.

Mr. Wolff is a Certified Association Executive and was named one of CEO Update’s Top Lobbyists of 2013 and Association TRENDS 2013 Lobbyist of the Year. He is a member of the American Society of Association Executives, the Public Affairs Institute Board of Directors, and the Ambassadors Ball Committee of the Multiple Sclerosis Society. Mr. Wolff serves as Co-Chair of the Stanford Professionals in Energy alumni group and on the boards of the Capital Area REACH program and the Franklin Delano Roosevelt Institute Executive Committee.

EEI is the association that represents all U.S. investor-owned electric companies. Our members provide electricity for about 220 million Americans, and operate in all 50 states and the District of Columbia. As a whole, the electric power industry supports more than 7 million jobs in communities across the United States. In addition to our U.S. members, EEI has more than 60 international electric companies, with operations in more than 90 countries, as International Members, and hundreds of industry suppliers and related organizations as Associate Members.

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.

Mohsin Hassan

COO - Volterra Energy Holdings

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.

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.

Sigurður Ingi Jóhannsson

Sigurður Ingi Jóhannsson

Minister of Transport and Local Government

The Minister of Transport and Local Government,  Mr Sigurdur Ingi Johannesson will open the CHARGE Awards dinner on the 24th of September. The Icelandic government has announced ambitious plans to electrify the Icelandic car fleet thus making it powered by the 100% renewable energy mix in Iceland.

Parliamentary career

  • Member of Althingi for the South Constituency since 2009.
  • Deputy Speaker of Althingi 2011-2013.

Party group

  • Deputy Chairman of the parliamentary group of the Progressive Party 2009-2013.

Earlier committees

  • Member of the Industrial Affairs Committee 2017 and 2011-2013.
  • Member of the Icelandic delegation to the Nordic Council 2017.
  • Member of the Fisheries and Agriculture Committee 2009-2011.
  • Member of the Parliamentary Review Committee on the SIC report 2009-2010.
  • Member of the Icelandic delegation to the West Nordic council 2009-2013.

Ministerial Career

  • Minister of Transport and Local Government since 2017.
  • Minister for Nordic Co-operation since 2017.
  • Prime Minister 2016-2017.
  • Minister of Fisheries and Agriculture 2013-2016.
  • Minister for the Environment and Natural Resources 2013-2014.
Emma Inston

Emma Inston

Global Head of Brand and customer communication - E.ON

A Marketing Director with proven expertise in driving business transformation and creating a new brand and product propositions with growth across digital and traditional channels.

Brand and product development including Bupa, Bank of Scotland, Disneyland Paris. Digital including Blinkbox / Tesco Digital Entertainment and Hive / British Gas Connected Home.

Ari Sargent

CEO - Flux Federation

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.

Jim Rogers

Ret. CEO - Duke Energy

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.”

Ragna Árnadóttir

Ragna Árnadóttir

Deputy CEO - Landsvirkjun

Ragna joined Landsvirkjun, in 2010. First as Executive Vice President and from February 2012 as Deputy CEO of Landsvirkjun.

Her previous positions include serving as the Minister of Justice and Ecclesiastical Affairs and Minister of Justice and Human Rights from 2009-2010. She was the Director of legal affairs in the Ministry of Justice and Ecclesiastical Affair (2002-2008) and head of division in the legal office in the Ministry of Health and Social Security (2001-2002).Ragna held the position senior adviser for the Nordic Council´s Secretariat, Stockholm/Copenhagen (1995 – 1999) and worked as a legal expert for the Parliament of Iceland (1991-1995).

Ragna is currently the chairman of the Icelandic Growth Forum as well as vice-chairman of the Icelandic Red Cross.

She holds a Master of European Affairs LL.M from the University of Lund in Sweden (2002) and completed her Cand. Jur law degree from the University of Iceland (1991).

James Ellsmoor

Director and Co-Founder - Solar Head of State

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.

Jean-Marc Schreiber

Jean-Marc Schreiber

CEO - Swibi

Jean-Marc Schreiber has been CEO of SWiBi since 2017. Prior to that, he led European and Swiss companies in digital payments, the telecommunications industry and the service sector.

The companies he was in charge of acted as enabler and they developed new business cases, innovative and market-oriented value-added services.

As a leader and co-designer of industry-wide transformation projects, organizational developments and cultural change, he brings his experience from the ICT industry now into the Energy sector.

With his know-how, he can support the utility companies in the seamless and individual meter-to-cash process – always in conjunction with maximum data security, unique brand experience and customer journey. After studies in the governmental administration sector, he continued his education in marketing and holds an Executive MBA.

Rune Kirt

Rune Kirt

CEO - KIRT x THOMSEN

Rune has a background as an architect – graduating from Aarhus School of Architecture, Denmark, in 2008. The graduation project (created with the co-founder of Kirt x Thomsen) was a visionary airship concept for transportation of wind turbines which became the kickoff of his career. He has 10 years of experience in the green tech industry. His interest lies in the crossroad between design, business development and future technology.

Prior the co-founding of Kirt x Thomsen in 2011, he worked for Vestas with the KNARR airship project and new innovations in wind. He is also an advisory board member for the Design School Kolding, Denmark.

Rune Kirt is the CEO and partner of KIRT x THOMSEN – an R&D consultancy specializing in strategic visualization to support and accelerate the entire innovation process for their clients in the energy industry.

Kirt x Thomsen has a long portfolio working together with SME like EE Energy, Bladena and OceanSky Airships, as well as MNE like Ørsted, Vestas, GE Renewables and AREVA in the energy industry. They specialize in visualizing concept and processes of the R&D phases – transformation of knowledge and communication within the industry and companies. They take on the innovative challenge of explaining the complex, technological, and often long development process, for introducing new technology or new ways of doing things in the industry. They visualize the different parts of the processes, thereby making it possible for external as well as internal stakeholders in a company to understand the complex situation – thus making everyone on the same page, and thereby making the often expensive R&D process tangible and improving the time for a market for the client’s product.

Kirt x Thomsen is a company that has built a business by mixing the tools of a visual artist, the strategic approach of an innovation consultant and the technical mindset of an architect – thereby trying to change the mindset of the energy industry to help boost technology shifts. They are bridging the gap between technology and business, engineering and management, ideas and money.

Even though Kirt x Thomsen have embraced the cleantech industry broadly, airships maintain a core activity.

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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