Overview

Sustainable energy branding has become one of the hottest topics in business. As climate change and market liberalisation—the greatest environmental and economic challenges of our times—are prompting the world's power companies to transform on a scale never seen before, the eyes of the world are firmly upon them. By introducing new business models, as well as new ways of generating power, energy-sector giants are aiming to dramatically cut harmful emissions over the next few decades. Crucial to the success of this transition is the support of energy consumers and political decision-makers, and this challenge should not be underestimated. Power companies are, therefore, developing new marketing and communication strategies around renewable energy, sustainable growth, co-operation with customers and environmental protection. Fridrik Larsen, the world’s foremost expert on energy branding, looks at the role of branding and marketing in the energy transition through a series of interviews with senior energy-sector executives. These compelling insights from industry leaders make this book a must-read for marketing and C-suite executives at energy companies who are wanting to communicate sustainable and renewable energy solutions effectively to make a difference.

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9781032396712

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Reviews

Fridrik Larsen has opened up a new area of study within energy marketing. In these fascinating interviews with some of the world's most influential energy industry executives, energy branding comes alive, fully justifying its importance for the current low-carbon transition. Kevin Lane Keller, Professor of Marketing and author of Strategic Brand Management Traditionally, branding was considered of secondary value to the energy business. Liberalisation and the fight against change upended such views. As a branding expert I recommend this book to everyone working in energy, sustainability and marketing. Jacob Benbunan, CEO of Saffron Brand Consultants

Author Information

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.

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