CHARGE - Powering Energy Brands

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CHARGE Energy Branding is the catalyst for transforming energy brands into powerful forces that drive real commercial growth. As a pioneering leader in the field, CHARGE empowers energy companies to redefine their brands, navigate new challenges, and seize opportunities in the dynamic energy landscape.

  1. Jun 24

    The Data Center Backlash: What the Industry Gets Wrong About Public Opposition with Jeff Hahn and Jason Stephenson

    In this episode, Prof. Fridrik Larsen sits down with Jeff Hahn, founder of Hahn Agency and an authority on crisis communications, and Jason Stephenson of Escalent, to explore the growing public opposition to data center expansion across the United States. While capital and demand behind the data center boom are at record levels, public skepticism is rising just as fast. Their research shows that awareness of data centers is widespread, but consumer knowledge remains shallow, leaving the conversation open to fears around water and energy consumption, rising utility costs, and the pace of unchecked industrial expansion. Hahn and Stephenson argue that the industry's tendency to operate "under the radar" has become a strategic liability. Without proactive communication and genuine corporate citizenship, developers and utilities risk losing the social license to operate at exactly the moment they need it most. They explore: Why public awareness of data centers is high but understanding remains shallowHow the information gap is fueling political opposition on both sides of the aisleWhy legal battles are no substitute for community engagementWhat developers and utilities can do to rebuild public trust in an increasingly bipartisan environmentJeff Hahn's data center communications playbook is available to download here: https://learn.hahn.agency/data-center-communications-playbook-info

    34 min

  2. May 13

    Neuroscience & Energy Branding: Why Behavior Changes Beliefs with Dr. Kris De Meyer

    Are we approaching energy communication backwards? In this episode, Prof. Fridrik Larsen sits down with Dr. Kris De Meyer, Neuroscientist and Director of the UCL Climate Action Unit, to explore how the human brain responds to large-scale change in the energy sector. While the technology and capital for a lower-carbon future are ready, progress is often slowed by resistance, misinformation, and polarised narratives. Dr. De Meyer explains why the traditional PR model of “changing minds to change behavior” often fails and why action-based storytelling may be the key to building acceptance. They explore: Why our brains struggle to process rapid industry changeWhy actions often shape beliefs, not the other way aroundHow persuasion can unintentionally fuel polarisationPractical ways to shift messaging from problems to progressA fascinating discussion at the intersection of neuroscience, branding, and energy communication.

    18 min

  3. Mar 16

    The State of Energy Brands: Insights from CHARGE North America

    What are the biggest branding and marketing challenges facing energy companies today? In this episode, Prof. Fridrik Larsen is joined by Rob Cantrell, CEO of Atlantic Energy and long-time CHARGE supporter, to reflect on the recent CHARGE North America event held at CPS Energy in San Antonio. Rob shares his key takeaways from the event, including the conversations that challenged his thinking, the sessions that delivered real practical value, and why conferences like CHARGE are becoming increasingly important for business development in the energy sector. Together they explore: • The most valuable insights and discussions from CHARGE San Antonio  • Why practical, “nuts and bolts” marketing sessions resonated with attendees  • A thought-provoking perspective on the value of green branding  • Why branding and marketing should be part of every CEO’s strategic agenda Rob also shares why energy leaders should stop thinking of branding as a cost centre and start seeing it as a revenue driver.

    8 min

  4. Feb 12

    From Charging Stations to Brand Perception: The New Frontline of EV Adoption

    New research from Escalent reveals a critical shift in the EV buying journey: it’s not just about vehicle range it’s about confidence in charging infrastructure. While most EV owners charge at home, public charging reliability has an outsized impact on perception, recommendation and adoption. When charging fails, trust erodes. When it works seamlessly, it strengthens brand confidence and accelerates consideration. In this episode, KC Boyce, Vice President of Automotive & Mobility at Escalent, joins Fridrik Larsen, Founder of CHARGE/ brandr Index, to explore: • The link between charging reliability and EV recommendations • Why infrastructure visibility matters to non-EV buyers • The brand advantage of networks like Tesla Supercharger • How design and experience influence perception For energy leaders and automakers, the message is clear: charging infrastructure is no longer just operational, it’s reputational.

    21 min

  5. Jan 15

    Breaking Bad News: Crisis Communication Insights

    What should you say when everything goes wrong?  In this episode, we’re joined by Jeff Hahn, author of Breaking Bad News and one of the most experienced voices in crisis communication. With more than 30 years in reputation management, Jeff breaks down why crisis communication isn’t a “dark art,” but a learnable system.  We explore:  Why most organizations fail before a crisis even beginsThe “3Ms” model: Message, Messenger, Method of DeliveryReal-world energy-sector case studies, from Colonial Pipeline to Hurricane BerylThe biggest misconceptions leaders have when the pressure is on Jeff also shares what participants can expect from his upcoming session at CHARGE North America in San Antonio and why preparing for the worst can actually be fun. 🎧 Listen now!

    21 min
  6. Infusing AI into Customer Experience

    Jan 12

    Infusing AI into Customer Experience

    AI is changing how utilities engage with customers, but the real challenge isn’t automation. It’s balance. In this episode, Fridrik Larsen speaks with Kim Maren Ekrutt, Global VP and Co-Head of the IBU Utilities at SAP, about how AI is reshaping customer experience across the energy sector. They explore: How AI is already transforming real customer interactionsWhere automation adds value — and where human connection still matters mostPractical first steps for utilities just starting with AI for CXHow to measure impact beyond efficiency, from satisfaction to loyalty and valueWhat new skills marketers and CX leaders need as AI becomes embeddedA must-listen for anyone working at the intersection of energy, technology, and customer experience.

    15 min

  7. Jan 7

    Investing in Brand Today for Growth Tomorrow

    In this episode, we’re joined by Nick Centera, Director of Marketing at Qcells EPC and host of the Renewable Storytellers podcast.  As budgets tighten across the energy industry, brand investment is often one of the first things questioned or cut. Nick shares a candid perspective on why that’s a mistake, and how companies that stay committed to brand during uncertain times are better positioned for long-term growth.  We discuss:  The role brand plays inside Qcells and across the wider businessWhat tightening budgets heading into 2026 mean for marketersWhy brand marketing is often first on the chopping block and how to defend itMaking the internal case that brand drives real business valueLow-cost, high-impact ways to stay visible when resources are limitedThe long-term payoff of consistency, creativity, and commitment We also look ahead to CHARGE 2026, where the focus shifts from brand strength to measurable business value.   A must-listen for anyone navigating brand, marketing, and growth in challenging times.

    24 min

  8. 12/08/2025

    The Overlooked Value of Brand in Utilities: A Conversation with Carolyn Vadino of Con Edison

    The Overlooked Value of Brand in Utilities In this episode, we sit down with Carolyn Vadino, Vice President of Communications and Marketing at Con Edison, to unpack a topic many energy leaders still underestimate: the true value of brand in regulated utilities. Carolyn is a global marketing and communications leader whose career spans public and private sectors, from financial services to government. She has shaped brand strategies, advised executives, led crisis responses, and built trust in industries where customers may not always have a choice but where reputation, culture, and storytelling matter more than ever. We explore questions such as:  • What does brand really mean in an industry where it’s often misunderstood? • How can utilities build trust when switching providers isn’t an option? • Why is internal culture inseparable from the customer experience? • And how can “unsexy” sectors like energy and finance unlock bold, purpose-driven branding? Tune in for an engaging conversation on redefining brand value, elevating communications as a strategic partner, and building trust where it matters most.

    29 min
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CHARGE Energy Branding is the catalyst for transforming energy brands into powerful forces that drive real commercial growth. As a pioneering leader in the field, CHARGE empowers energy companies to redefine their brands, navigate new challenges, and seize opportunities in the dynamic energy landscape.

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