Brandhome speaks at CHARGE 2017
Transcript of Brandhome speaks at CHARGE 2017
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Erik SAELENSExecutive strategic director Brandhome
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CHARGE ENERGYREYKJAVIK, ICELAND | 10 - 10 - 2017
ERIK SAELENS
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We ensure profitable growth
for our customers’ brand(s).
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ENERGY BRANDS AT RISK
WHAT IS YOUR BRAND WORTH
MA$$IVE VALU€ DE$TRUCTION
TAKEAWAYS
TOPICS
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RISKS ON THE HORIZON
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A. B. C.
CONSUMER CHOICE SPACE INVADERS NEW WAYS OF CONSUMPTION
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COCKTAIL FOR DISASTER
3 THINGS COLLIDE
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BANKRUPTCY GOVERNMENT PROTECTION
EVOLUTION SPACE INVADERS
MY VISION ON OUTCOME OF THIS
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LOOKING CLOSER AT THE NUMBERS
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€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
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VALUE BRAND ~ LIFETIME VALUE CUSTOMER
CHURN = 10% - 20%
END CONSUMER OOP PRICE ~ 30% ENERGY SUPPLIER
~ 5% BRAND PRICING POWER
BRANDHOME DIGITAL BRAND EQUITY CALCULATOR
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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
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ON THE PAPER BRAND VALUE
OFF THE PAPER BRAND VALUE <<<
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Space invaders
Energy brands
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what if these “space invaders” enter our industry?
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1-15 September 2017
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61% of people change energy supplier because of a cheaper offer
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Samsung (23%), Google and Apple (both 18%) are the most preferred brands
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58% of people trust their preferred brand more than their energy supplier
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78% of people between 18-34 trust their preferred brand more than their energy supplier
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59% of people are willing to switch to their preferred brand if it were to enter the energy market
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36% of Apple fans are willing to pay more for ‘Apple Energy’
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TAKEAWAYS
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TAKEAWAYS
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TAKEAWAYS
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TAKEAWAYS
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TAKEAWAYS
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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
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THANK YOU