Ene Energy rgy sp space inva ace invaders ders Asian Utility Week September 3th 2019 Dr. Fridrik Larsen CHARGE YOUR ENERGY BRAND
Fridrik Larsen Asst ’ professor, University of Iceland www.hi.is CEO LarsEn Energy Branding www.larsen.energy Founder Charge www.branding.energy CHARGE YOUR ENERGY BRAND
We know how one ener energy y br brand and can be dif differ erent ent 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 20 th 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 CHARGE YOUR ENERGY BRAND
The future competitor will not be your friendly next door utility neighbor CHARGE YOUR ENERGY BRAND
the the spa space ce inv invade aders rs CHARGE YOUR ENERGY BRAND
the the spa space ce inv invade aders rs 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
Brand is a feeling defined by individuals 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
We need to maximize the overlap between image and identity A successful energy brand is in harmony with its consumers CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
CHARGE YOUR ENERGY BRAND
Coke’s market cap, including brand value: $120 billion Without the brand, Coke’s glass would be half empty Coke’s market cap, not including brand value: $50 billion 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 Credible • Quality Love • Fun Price • Safety • Local Easy • Secure Simple • Efficient • Service Warmth • Friendly • Legacy Good value • Energy • Reliable Progressive • Helpful • Caring Awareness CHARGE YOUR ENERGY BRAND
Energy branding is the missing element for your success CHARGE YOUR ENERGY BRAND
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