Erik SAELENSExecutive strategic director Brandhome

CHARGE ENERGYREYKJAVIK, ICELAND | 10 - 10 - 2017

ERIK SAELENS

We ensure profitable growth

for our customers’ brand(s).

ENERGY BRANDS AT RISK

WHAT IS YOUR BRAND WORTH

MA$$IVE VALU€ DE$TRUCTION

TAKEAWAYS

TOPICS

RISKS ON THE HORIZON

A. B. C.

CONSUMER CHOICE SPACE INVADERS NEW WAYS OF CONSUMPTION

COCKTAIL FOR DISASTER

3 THINGS COLLIDE

BANKRUPTCY GOVERNMENT PROTECTION

EVOLUTION SPACE INVADERS

MY VISION ON OUTCOME OF THIS

LOOKING CLOSER AT THE NUMBERS

€52.383.522.889€50.832.831.607

€37.262.339.695

€29.661.620.583

€25.786.998.022

€-

€10.000.000.000

€20.000.000.000

€30.000.000.000

€40.000.000.000

€50.000.000.000

€60.000.000.000

2012 2013 2014 2015 2016TOTAL

- 26.500.000.000 EUR

ON THE PAPER BRAND VALUE

VALUE BRAND ~ LIFETIME VALUE CUSTOMER

CHURN = 10% - 20%

END CONSUMER OOP PRICE ~ 30% ENERGY SUPPLIER

~ 5% BRAND PRICING POWER

BRANDHOME DIGITAL BRAND EQUITY CALCULATOR

BRANDHOME DIGITAL BRAND EQUITY CALCULATOR

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Eneco Vattenfall Endesa Eni Centrica E.on Engie

BrandValue2016 Brandhomedigitalbrandequitycalculator®2016

ON THE PAPER BRAND VALUE

OFF THE PAPER BRAND VALUE <<<

Space invaders

Energy brands

what if these “space invaders” enter our industry?

1-15 September 2017

61% of people change energy supplier because of a cheaper offer

Samsung (23%), Google and Apple (both 18%) are the most preferred brands

58% of people trust their preferred brand more than their energy supplier

78% of people between 18-34 trust their preferred brand more than their energy supplier

59% of people are willing to switch to their preferred brand if it were to enter the energy market

36% of Apple fans are willing to pay more for ‘Apple Energy’

TAKEAWAYS

TAKEAWAYS

TAKEAWAYS

TAKEAWAYS

TAKEAWAYS

TAKEAWAYS

PRICE VS. DEEP POCKET (TECH) BRANDS VS. PRICE DROP

SUPERIOR CUSTOMER SERVICE & ONLINE TOUCH POINTS

NEW SERVICES (CLAIM & HOLD THE DOMAIN)

REVERSE INTEGRATION & MASSIVE DISRUPTION

THANK YOU