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CHARGE YOUR ENERGY BRAND
Energy space invaders
Asian Utility Week September 3th 2019
Dr. Fridrik Larsen
CHARGE YOUR ENERGY BRAND
Asst’ professor,
University of Iceland www.hi.is
CEO
LarsEn Energy Branding www.larsen.energy
Founder Charge www.branding.energy
Fridrik Larsen
CHARGE YOUR ENERGY BRAND
We know how one energy brand can
be different
CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
People can get it wrong
CHARGE YOUR ENERGY BRAND
Times have changed
and they will continue to
do so…faster and more
unpredictable
CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
The Americans have
need of the telephone,
but we do not. We have
plenty of messenger boys
Sir William Preece, chief engineer
of the British Post Office, 1876.
CHARGE YOUR ENERGY BRAND
Television won’t be
able to hold to any
market it captures after
the first six months
Darryl Zanuck, executive at
20th Century Fox, 1945
CHARGE YOUR ENERGY BRAND
I think there is a world market for maybe five computers.
Thomas Watson, president of IBM, 1943
CHARGE YOUR ENERGY BRAND
There’s no chance that
the iPhone is going to
get any significant
market share. No chance
Steve Ballmer, Microsoft, 2007
CHARGE YOUR ENERGY BRAND
Disrupt or
be disrupted History is full of examples of services that changed due to
innovation. History is also full of examples of industries
that were too focused on the product they were selling
instead of the solution they were providing. The needs of
the consumers did not change but the solution did and
whole industries missed out
Gunni gera sexy!
Birgir, smá meiri texta?
CHARGE YOUR ENERGY BRAND
The future competitor
will not be your friendly
next door utility
neighbor
CHARGE YOUR ENERGY BRAND
the space
invaders
CHARGE YOUR ENERGY BRAND
the space
invaders
CHARGE YOUR ENERGY BRAND
The energy space
invaders
CHARGE YOUR ENERGY BRAND
Meet some of your competitors.
Do you really know them?
CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
A simple way to explain
a brand
CHARGE YOUR ENERGY BRAND
A logo
identifies the brand
CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
is a feeling
defined by
individuals
Brand
CHARGE YOUR ENERGY BRAND
Understand thy self first. You want to take an inward look first.
Brands need to know themselves,
be honest and authentic in relations
with consumers.
CHARGE YOUR ENERGY BRAND
Who are you? Consumers needs to know who you
are and what to expect from you.
Their image of you might not be how
you see your self.
CHARGE YOUR ENERGY BRAND
A successful energy brand
is in harmony with its consumers
We need to maximize the overlap between image and identity
CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
Coke’s market cap,
including brand value:
$120 billion
Coke’s market cap,
not including brand value:
$50 billion
Without the brand,
Coke’s glass would
be half empty
CHARGE YOUR ENERGY BRAND
MEASURING AND
BENCHMARKING
ENERGY BRANDS
CHARGE YOUR ENERGY BRAND
Why measure brands?
CHARGE YOUR ENERGY BRAND
“Half the money I spend on
advertising is wasted;
the trouble is I don't
know which half.”
- John Wanamaker (1838-1922)
CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
The building
blocks of a brand
Brand
Trustworthy Exciting
Love • Fun
Easy • Secure
Progressive • Helpful • Caring
Warmth • Friendly • Legacy
Awareness
Credible • Quality
Price • Safety • Local
Simple • Efficient • Service
Good value • Energy • Reliable
CHARGE YOUR ENERGY BRAND
Energy branding
is the missing element
for your success
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