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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
Asian Utility Week
September 3th 2019
Asst’ professor, University of Iceland
www.hi.is
CEO LarsEn Energy Branding
www.larsen.energy
Founder Charge
www.branding.energy
Fridrik Larsen
We know how one ener energy y br brand and can be dif differ erent ent
People can get it wrong
Times have changed and they will continue to do so…faster and more unpredictable
The Americans have need of the telephone, but we do not. We have plenty of messenger boys
Sir William Preece, chief engineer
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
I think there is a world market for maybe five computers.
Thomas Watson, president of IBM, 1943
There’s no chance that the iPhone is going to get any significant market share. No chance
Steve Ballmer, Microsoft, 2007
Disrupt or be disrupted
History is full of examples of services that changed due to
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
Meet some of your competitors. Do you really know them?
A simple way to explain a brand
A logo identifies the brand
is a feeling defined by individuals
You want to take an inward look first. Brands need to know themselves, be honest and authentic in relations with consumers.
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.
A successful energy brand is in harmony with its consumers We need to maximize the overlap between image and identity
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
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
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
Energy branding is the missing element for your success