As we approach CHARGE Europe (14-15 October), we’ve been asking our top speakers and partners to share their ideas and takeaways to power other energy brands. In this article, we speak to João Filipe Torneiro of Filipe Torneiro Consulting.
What is the general perception of brand within Portuguese energy companies versus how it was a few years ago? How has it changed, and what are your hopes for your brand in the next few years?
In recent years, with the liberalization of energy markets and the entry of new players, the sector in Portugal has evolved significantly. Today, energy brands are dynamic, positioning themselves strategically to attract and retain customers by differentiating their value propositions. We believe that a customer-centric approach, combined with expertise in strategic marketing and experience management, are crucial factors for sustainable growth and long-term customer loyalty. The future will be shaped by those who best understand and anticipate these needs.
How are companies responding to rising user expectations and aligning them with their strategy?
Companies are increasingly focusing on the digital journey to meet rising user expectations, which are now clearer and more defined than ever. Customers expect seamless, personalized experiences, but the human touch remains crucial. Businesses must respond by evolving their value propositions to balance technology with meaningful human interactions. This often involves creating ecosystems and forming partnerships with relevant players to offer comprehensive solutions. Aligning strategy with these expectations ensures every touchpoint enhances customer satisfaction and drives long-term loyalty.
What possibilities do changing consumer preferences provide to energy companies and what can they do around renewables, distributed generation and EV adoption to meet their needs?
The shift in consumer preferences presents energy companies with an exciting opportunity to offer innovative solutions around renewables, distributed generation, andEV adoption. Companies must address the diverse needs of different customer segments by delivering new value propositions without causing disruption. Creativity and openness to new business models are key in this transition. The future looks promising for those companies that can adapt quickly and lead in providing sustainable, customer-centric energy solutions.
How much emphasis do you place on emotion versus rationality when building an energy brand? Does “feeling” and emotive resonance have a place within brand strategy?
When building an energy brand, emotion is absolutely paramount. It’s not just about the product or service; it’s about the experience we create. Feelings and emotional resonance are at the heart of brand strategy. By aligning a brand’s purpose, communication, and customer experience, we can forge deep connections with our audience. It’s also crucial to remember that this experience encompasses both the customer and the employee. When both feel valued and inspired, the brand truly comes to life.
What lessons can you share about simplifying complex concepts/technologies for branding and communications?
Technology is a powerful tool, but it’s not a magic wand. Before diving into the latest tech, we must have a clear strategy and a focus on building a strong company culture. For instance, AI is revolutionizing many industries, but without a solid data strategy and a human-centric approach, it’s just another tool. Kotler’s Marketing 6.0 reminds us of the importance of purpose and values. In the metaverse, and in our physical world, simplifying complex concepts is about connecting with people on an emotional level. It’s about storytelling, authenticity, and making technology work for us, not the other way around. By focusing on the human experience and aligning technology with our brand’s purpose, we can create meaningful and lasting connections with our customers.
What can attendees look forward to hearing from you at CHARGE Europe?
At CHARGE Europe, I’m excited to share insights on how energy brands can create exceptional customer experiences in today’s digital age. We’ll explore the importance of aligning strategy, technology, and human touch to deliver personalized and meaningful experiences. I’ll discuss the opportunities presented by shifting consumer preferences, the power of emotion in branding, and the essential role of employee experience in driving customer satisfaction. Join me to discover how your brand can thrive in the evolving energy landscape.
