Sustainable Energy Branding: Helping to Save the Planet

ISBN-13: 9781032397122 / Angielski / Miękka / 2023 / 256 str.

Fridrik Larsen

Opis

As climate change has become one of the greatest challenges of our times, the world’s power companies are engaged in levels of industrial change that have never been experienced before. This book looks at the role of branding and marketing in the energy transition through a series of interviews with senior energy-sector executives.

Spis treści

Introduction: Energy Branding versus Greenwash  1. Northern Lights and the Power of Brand: Jukka Ruusunen on Energy Monopolies and Public Perceptions  2. Brand as a Promise: Magnus Hall on Energy Companies Fulfilling Expectations  3. Business to Human: Ryan O’Keeffe on the View from a Seven Trillion Dollar Fund  4. The Sound of Brand: Michael Boumendil on the Next Frontier in Brand Collateral  5. Branding in America: Mary Powell and Mari McClure on Building and Maintaining an American Energy Brand  6. Black Gold and Green Energy: Rahul Malhotra on Marketing Shell in the Age of Renewables  7. Oil Companies: Henrik Habberstad and Tom Van de Cruys on Sovereign Energy Brands in the Social Media Era  8. The Italian Job: Antonio Cammisecra on Enel’s Power Distribution Branding Strategy  9. A Solar Collaboration: Anthony Ainsworth on Turning E.ON into a Pop Brand  10. In the Big Country: Paula Gold Williams on Leading America’s Largest Municipal Utility  11. A Model Island: Hordur Arnarson on Going Beyond Full Sustainability  12. Finding the Right Balance: Jacob Benbunan on Branding Between IQ and EQ  13. Virtual Power: Nic Kennedy on the Meeting of Energy and IT  14. Who You Are and Who You Want to Be: Hando Sutter on Brand as the Tip of the Corporate Strategy Iceberg  15. Liberalisation Bonanza: Stephen Fitzpatrick and Kevin McMinn on ‘Energy Minnows’ Becoming Big Fish – or One of the ‘Big Six’  16. From Product to Service: Ana Busto on Engie Post-Rebrand  17. Harder Than Rocket Science: Kevin Lane Keller on the Theory and Practice of Energy Branding

O autorze

Fridrik Larsen is an associate professor of marketing at the University of Iceland. He is the leading authority on branding within the energy space and the first person to hold a PhD in energy branding. Larsen holds graduate degrees in finance, economics and psychology and a postgraduate degree in marketing. He is the author of three books on energy branding, a sought-after public speaker and the founder of the CHARGE conference.