Episode 40 | Best Brands | LarsEn Energy Branding
My guest for my 40th episode found me following my Climeon episode.
Dr. Fridrik Larsen is the world's first, and for now only, Ph.D. in energy branding. His company, LarsEn Energy Branding in Iceland, has been around since 2014.
Dr. Larsen says colors, logos, and taglines are some of the least important components of a brand. Rather, the ideals of a company, and most importantly, what makes a company different, should be foremost in any company's mind.
Larsen specializes in electric companies, particularly in deregulated ("liberalized" in Europe) markets, where consumers can choose their electric provider. For a commodity like electricity, branding is key, especially when price is the only other motivating factor.
We discussed how it can be challenging to emphasize the importance of branding, especially when the concept is so difficult to quantify. To address that issue, Larsen and his team developed the EBBI (Energy Branding Benchmarking Index) score, which assigns a 1-100 number to a company's brand.
If you are interested in learning more about energy branding, and don't mind breathtaking views, the company is hosting its annual Charge Energy Branding conference in Iceland.
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