energy space invaders - asian utility week 2019 · space invaders . charge your energy brand meet...

CHARGE YOUR ENERGY BRAND

Energy space invaders

Asian Utility Week September 3th 2019

Dr. Fridrik Larsen


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 energy brand can

be different


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

of the British Post Office, 1876.


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

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?


The future competitor

will not be your friendly

next door utility

neighbor


the space

invaders


The energy space

invaders


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

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.


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.


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


MEASURING AND

BENCHMARKING

ENERGY BRANDS


Why measure brands?


“Half the money I spend on

advertising is wasted;

the trouble is I don't

know which half.”

- John Wanamaker (1838-1922)


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

energy space invaders - asian utility week 2019 · space invaders . charge your energy brand meet...

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