Brandhome speaks at CHARGE 2017
Transcript of Brandhome speaks at CHARGE 2017
Erik SAELENSExecutive strategic director Brandhome
CHARGE ENERGYREYKJAVIK, ICELAND | 10 - 10 - 2017
ERIK SAELENS
We ensure profitable growth
for our customers’ brand(s).
ENERGY BRANDS AT RISK
WHAT IS YOUR BRAND WORTH
MA$$IVE VALU€ DE$TRUCTION
TAKEAWAYS
TOPICS
RISKS ON THE HORIZON
A. B. C.
CONSUMER CHOICE SPACE INVADERS NEW WAYS OF CONSUMPTION
COCKTAIL FOR DISASTER
3 THINGS COLLIDE
BANKRUPTCY GOVERNMENT PROTECTION
EVOLUTION SPACE INVADERS
MY VISION ON OUTCOME OF THIS
LOOKING CLOSER AT THE NUMBERS
€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 2016TOTAL
- 26.500.000.000 EUR
ON THE PAPER BRAND VALUE
VALUE BRAND ~ LIFETIME VALUE CUSTOMER
CHURN = 10% - 20%
END CONSUMER OOP PRICE ~ 30% ENERGY SUPPLIER
~ 5% BRAND PRICING POWER
BRANDHOME DIGITAL BRAND EQUITY CALCULATOR
BRANDHOME DIGITAL BRAND EQUITY CALCULATOR
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Eneco Vattenfall Endesa Eni Centrica E.on Engie
BrandValue2016 Brandhomedigitalbrandequitycalculator®2016
ON THE PAPER BRAND VALUE
OFF THE PAPER BRAND VALUE <<<
Space invaders
Energy brands
what if these “space invaders” enter our industry?
1-15 September 2017
61% of people change energy supplier because of a cheaper offer
Samsung (23%), Google and Apple (both 18%) are the most preferred brands
58% of people trust their preferred brand more than their energy supplier
78% of people between 18-34 trust their preferred brand more than their energy supplier
59% of people are willing to switch to their preferred brand if it were to enter the energy market
36% of Apple fans are willing to pay more for ‘Apple Energy’
TAKEAWAYS
TAKEAWAYS
TAKEAWAYS
TAKEAWAYS
TAKEAWAYS
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
THANK YOU