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 in
