- Can you start by sharing a bit about Brandpie and how you help build brands at pivotal business moments?
As this community knows well, the energy sector is undergoing huge transformation. Within it, businesses are navigating sizeable operational, strategic and communication changes–all of which may well define their future. We call these pivotal business moments. A pivotal moment can be a change in leadership, merger or acquisition, divestment, IPO or a category shift – the moments when everything matters, when the stakes and emotions are high, and leaders need to make high-value, high-impact decisions. At these times, the fundamental challenge is to move the business forward as one and maintain its growth. At Brandpie, we work with leaders at these junctures to align and define their purpose, brand and culture – the drivers of meaningful change.
- What changes are you seeing in the energy industry?
Well, as mentioned, we’re at a pivotal moment for the industry. This year, in particular, marks a time of uncertainty. With national elections occurring in multiple major economies, and with energy and politics so intertwined, there is a lack of confidence in the sector’s near-term trajectory. Yet meanwhile, very positive developments are being made. From the G7 meeting in Turin to the pledges of COP28, we are seeing momentum build around policy and ambitions being raised. Public discourse is changing; stakeholder needs are evolving. This is a dynamic and fast-moving story where business-as-usual is no longer an option. Pivotal moments such as these are not just points of reflection; they are often calls to action. Calls to lead the dialogue, navigate uncertainty, and drive progress. It’s the proactive, visionary leaders and businesses that will thrive in this moment.
- Are leaders equipped for change?
In the face of such complexity, strategic clarity is an absolute must for leaders – who must prioritize achieving alignment on the future direction of the business. I can’t say it enough: clarity is everything. Connecting business vision and brand strategy will be critical for leaders seeking to thrive in the transition. CEOs and CMOs must ask themselves: why do we exist, and what role will we play in the future? How can we build an enduring brand that propels the business forward to our desired destination, and sustains the much-needed resilience to do so? What talent and innovation are required to get us there? What perceptions or relationships do we need to adapt or develop over time with our stakeholders? These are meaty strategic questions – ones that can only be answered with a clear strategic North Star.
- Your new Energy Magazine is out – what practical insights does it share for leaders?
In recent years, we have worked with many clients across the energy sector – from leading global organisations to mid-sized specialists and scaling start-ups. We’ve learned a great deal and seen tangible impact – where brand has powered immense growth and meaningful change. We have also met and had fruitful discussions with many visionary leaders along the way. So, it felt like the time to take stock, share our learnings, and showcase the perspectives of leaders with this community. Readers can expect to gain a glimpse of where, and who, they can be tomorrow, and what it takes to start building a resilient business, brand, and culture today – from practitioners at Brandpie as well as game-changing leaders from across the industry.
- Can you delve into the importance of storytelling in amplifying a brand’s strategy within the energy sector?
Brand is a key and often underestimated strategic lever. It’s the tool to build understanding, confidence, belief and favourability with your stakeholders. Yet too often, messages in the energy sector are confusing, jargon-filled or unclear. Stakeholders struggle to connect the dots, and when different business areas are scrambling to market their offers and services or diversify, it’s not surprising different stories emerge. What is the big idea that everything builds from? It’s not about a ‘one size fits all’ approach, but a story that connects the business and the brand, typically running on separate paths, when together they are stronger. B2B brands are waking up to the power of storytelling, moving from rational communications to more emotive stories that connect with stakeholders on a more meaningful level. In a sector seeking to drive a movement and improve understanding, there is still great untapped potential.
- What can attendees look forward to hearing from you at CHARGE Europe later on this year?
In Lisbon, we are excited to share more learnings and practical tips on ways to align business, brand and culture. Building on our discussions at CHARGE Houston earlier this year, we will also be hosting some panel discussions around the complex challenges we are all facing – namely how to build trust, relevancy and engagement through brand. The team and I are hugely looking forward to seeing familiar faces and meeting new attendees. See you there!
