Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet...
Transcript of Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet...
![Page 1: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/1.jpg)
CHARGE YOUR ENERGY BRAND
Energy space invaders
Asian Utility Week September 3th 2019
Dr. Fridrik Larsen
![Page 2: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/2.jpg)
CHARGE YOUR ENERGY BRAND
Asst’ professor,
University of Iceland www.hi.is
CEO
LarsEn Energy Branding www.larsen.energy
Founder Charge www.branding.energy
Fridrik Larsen
![Page 3: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/3.jpg)
CHARGE YOUR ENERGY BRAND
We know how one energy brand can
be different
![Page 4: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/4.jpg)
CHARGE YOUR ENERGY BRAND
![Page 5: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/5.jpg)
CHARGE YOUR ENERGY BRAND
![Page 6: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/6.jpg)
CHARGE YOUR ENERGY BRAND
People can get it wrong
![Page 7: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/7.jpg)
CHARGE YOUR ENERGY BRAND
Times have changed
and they will continue to
do so…faster and more
unpredictable
![Page 8: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/8.jpg)
CHARGE YOUR ENERGY BRAND
![Page 9: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/9.jpg)
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.
![Page 10: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/10.jpg)
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
20th Century Fox, 1945
![Page 11: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/11.jpg)
CHARGE YOUR ENERGY BRAND
I think there is a world market for maybe five computers.
Thomas Watson, president of IBM, 1943
![Page 12: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/12.jpg)
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
![Page 13: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/13.jpg)
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
Gunni gera sexy!
Birgir, smá meiri texta?
![Page 14: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/14.jpg)
CHARGE YOUR ENERGY BRAND
The future competitor
will not be your friendly
next door utility
neighbor
![Page 15: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/15.jpg)
CHARGE YOUR ENERGY BRAND
the space
invaders
![Page 16: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/16.jpg)
CHARGE YOUR ENERGY BRAND
the space
invaders
![Page 17: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/17.jpg)
CHARGE YOUR ENERGY BRAND
The energy space
invaders
![Page 18: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/18.jpg)
CHARGE YOUR ENERGY BRAND
Meet some of your competitors.
Do you really know them?
![Page 19: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/19.jpg)
CHARGE YOUR ENERGY BRAND
![Page 20: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/20.jpg)
CHARGE YOUR ENERGY BRAND
A simple way to explain
a brand
![Page 21: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/21.jpg)
CHARGE YOUR ENERGY BRAND
A logo
identifies the brand
![Page 22: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/22.jpg)
CHARGE YOUR ENERGY BRAND
![Page 23: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/23.jpg)
CHARGE YOUR ENERGY BRAND
is a feeling
defined by
individuals
Brand
![Page 24: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/24.jpg)
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.
![Page 25: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/25.jpg)
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.
![Page 26: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/26.jpg)
CHARGE YOUR ENERGY BRAND
A successful energy brand
is in harmony with its consumers
We need to maximize the overlap between image and identity
![Page 27: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/27.jpg)
CHARGE YOUR ENERGY BRAND
![Page 28: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/28.jpg)
CHARGE YOUR ENERGY BRAND
![Page 29: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/29.jpg)
CHARGE YOUR ENERGY BRAND
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
![Page 30: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/30.jpg)
CHARGE YOUR ENERGY BRAND
MEASURING AND
BENCHMARKING
ENERGY BRANDS
![Page 31: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/31.jpg)
CHARGE YOUR ENERGY BRAND
Why measure brands?
![Page 32: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/32.jpg)
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)
![Page 33: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/33.jpg)
CHARGE YOUR ENERGY BRAND
![Page 34: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/34.jpg)
CHARGE YOUR ENERGY BRAND
![Page 35: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/35.jpg)
CHARGE YOUR ENERGY BRAND
![Page 36: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/36.jpg)
CHARGE YOUR ENERGY BRAND
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
![Page 37: Energy space invaders - Asian Utility Week 2019 · space invaders . CHARGE YOUR ENERGY BRAND Meet some of your competitors. Do you really know them? CHARGE YOUR ENERGY BRAND . CHARGE](https://reader034.fdocuments.in/reader034/viewer/2022050206/5f595d3e46bb4d709f298dc0/html5/thumbnails/37.jpg)
CHARGE YOUR ENERGY BRAND
Energy branding
is the missing element
for your success