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Brandhome speaks at CHARGE 2017

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Erik Saelens was invited to speak at the CHARGE Energy Branding Conference in Reykjavik, Iceland.

What if brands such as Apple or Google would enter the energy market? Brandhome researched the brand value of 7 European energy suppliers and compared the numbers to those of Big Tech brands. What we discovered should be a wake-up call to all energy suppliers.

Published in: Marketing
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Brandhome speaks at CHARGE 2017

  1. 1. Erik SAELENS Executive strategic director Brandhome
  2. 2. CHARGE ENERGY REYKJAVIK, ICELAND | 10 - 10 - 2017 ERIK SAELENS
  3. 3. We ensure profitable growth for our customers’ brand(s).
  4. 4. ENERGY BRANDS AT RISK WHAT IS YOUR BRAND WORTH MA$$IVE VALU€ DE$TRUCTION TAKEAWAYS TOPICS
  5. 5. RISKS ON THE HORIZON
  6. 6. A. B. C. CONSUMER CHOICE SPACE INVADERS NEW WAYS OF CONSUMPTION
  7. 7. COCKTAIL FOR DISASTER 3 THINGS COLLIDE
  8. 8. BANKRUPTCY GOVERNMENT PROTECTION EVOLUTION SPACE INVADERS MY VISION ON OUTCOME OF THIS
  9. 9. LOOKING CLOSER AT THE NUMBERS
  10. 10. € 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 2016 TOTAL - 26.500.000.000 EUR ON THE PAPER BRAND VALUE
  11. 11. VALUE BRAND ~ LIFETIME VALUE CUSTOMER CHURN = 10% - 20% END CONSUMER OOP PRICE ~ 30% ENERGY SUPPLIER ~ 5% BRAND PRICING POWER BRANDHOME DIGITAL BRAND EQUITY CALCULATOR
  12. 12. BRANDHOME DIGITAL BRAND EQUITY CALCULATOR 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Eneco Vattenfall Endesa Eni Centrica E.on Engie Brand Value 2016 Brandhome digital brand equity calculator ® 2016
  13. 13. ON THE PAPER BRAND VALUE OFF THE PAPER BRAND VALUE <<<
  14. 14. Space invaders Energy brands
  15. 15. what if these “space invaders” enter our industry?
  16. 16. 1-15 September 2017
  17. 17. 61% of people change energy supplier because of a cheaper offer
  18. 18. Samsung (23%), Google and Apple (both 18%) are the most preferred brands
  19. 19. 58% of people trust their preferred brand more than their energy supplier
  20. 20. 78% of people between 18-34 trust their preferred brand more than their energy supplier
  21. 21. 59% of people are willing to switch to their preferred brand if it were to enter the energy market
  22. 22. 36% of Apple fans are willing to pay more for ‘Apple Energy’
  23. 23. TAKEAWAYS
  24. 24. TAKEAWAYS
  25. 25. TAKEAWAYS
  26. 26. TAKEAWAYS
  27. 27. TAKEAWAYS
  28. 28. 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
  29. 29. THANK YOU

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