Last week, we gathered for the Annual Charge Energy Branding Conference, hosted by EDP at their headquarters in Lisbon. The setting could not have been more perfect—EDP’s contemporary, inviting, and stylish conference facilities provided the ideal backdrop for two days of thought-provoking discussions, insightful presentations, and industry-leading expertise. This year’s event brought together energy branding experts, thought leaders, and innovators to explore how brands can unlock their potential in a rapidly changing sector.
Setting the Stage: EDP’s Commitment to Brand Purpose
The conference opened with an impactful presentation from Catarina Barradas, Head of Global Brand at EDP, the world’s fourth-largest energy brand. EDP set the tone by demonstrating how deeply embedded its brand purpose is in its operations. From driving the energy transition to prioritising sustainability, social impact, and supporting their people, EDP showed how they are “not just walking the talk but running it.” The presentation highlighted their passion for making energy inclusive, sustainable, and transformative, offering clear insights into how a brand can align purpose with action to create meaningful impact across the board.
Branding Journeys: Insights from Industry Leaders
The day’s sessions featured several fascinating case studies that showcased diverse branding journeys. Will Bosanko of BrandPie and Christine Corkery Steinsholt of Höegh Evi offered insights into their naming and rebranding programme, explaining the strategic considerations involved in selecting and developing a brand name. Meanwhile, Katja Metz from E.ON presented the company’s successful repositioning programme. E.ON’s case study stood out for its seamless alignment between strategy and execution, placing the brand’s new positioning at the heart of their business. This alignment was reflected across leadership, communications, and tactics, with a strong emphasis on data-driven measurement and tangible results. Takeaways included; what’s the point of a brand purpose if employees are unaware or don’t truly understand it, the need to define what we are trying to achieve and with a greater sense of urgency and Fernando Ortiz Ehmann of Saffron Brand Consultants commenting on the need not just to define a brand but to fully activate it,
Workshops and Breakout Sessions: Innovation, Engagement, and Sustainability
Throughout the conference, breakout sessions and workshops covered essential themes such as influencer engagement, sustainability, stakeholder communication, and innovation. One unexpected delight was seeing our own projects recognized in presentations by João Filipe Torneiro, who highlighted a customer-centricity discussion that featured Energia’s people engagement programmes. These sessions provided attendees with actionable insights into how brands can navigate the evolving energy landscape while staying true to their core values.
Energy Brands and Storytelling
Day two kicked off following a fantastic evening of networking and awards at Lisbon’s Secret Spot, Montes Claros. The sessions focused on how energy brands can elevate their employee value propositions, with Kate Aunaas Ingram of Statkraft sharing their approach to making their brand famous for recruitment and retention. One of the highlights was a workshop by Storyline, which explored how to craft compelling brand narratives. This session emphasized the importance of translating brand values into actions, not just words, to create authentic connections with audiences. Sandra Baer, CEO of Personal Cities, led a valuable session on using a creative question framework to unlock deeper brand insights and engage audiences meaningfully.
Key Learnings and Takeaways
The Charge Energy Branding Conference once again proved to be an essential platform for fostering innovation and progress in the energy sector. From EDP’s inspiring example of purpose-driven branding to the insightful case studies and engaging workshops, the conference offered attendees a wealth of knowledge and practical tools to apply within their organizations. The stunning setting of EDP HQ in Lisbon further elevated the experience, providing a fitting atmosphere for the dynamic discussions that took place.
As always, it was a pleasure to be part of such a forward-thinking and inspiring event. We were delighted to share the few days with clients and sponsor the event. We look forward to seeing how the insights shared at this year’s conference will shape the future of energy branding.