Efnisyfirlit

• Cover
• Half Title
• Title
• Copyright
• Dedication
• Contents
• Acknowledgements
• Introduction: Energy Branding versus Greenwash
• 1 Northern Lights and the Power of Brand: Jukka Ruusunen on Energy Monopolies and Public Perceptions
• 2 Brand as a Promise: Magnus Hall on Energy Companies Fulfilling Expectations
• 3 Business to Human: Ryan O’Keeffe on the View from a Seven Trillion Dollar Fund
• 4 The Sound of Brand: Michael Boumendil on the Next Frontier in Brand Collateral
• 5 Branding in America: Mary Powell and Mari McClure on Building and Maintaining an American Energy Brand
• 6 Black Gold and Green Energy: Rahul Malhotra on Marketing Shell in the Age of Renewables
• 7 Oil Companies: Henrik Habberstad and Tom Van de Cruys on Sovereign Energy Brands in the Social Media Era
• 8 The Italian Job: Antonio Cammisecra on Enel’s Power Distribution Branding Strategy
• 9 A Solar Collaboration: Anthony Ainsworth on Turning E.ON into a Pop Brand
• 10 In the Big Country: Paula Gold Williams on Leading America’s Largest Municipal Utility
• 11 A Model Island: Hordur Arnarson on Going Beyond Full Sustainability
• 12 Finding the Right Balance: Jacob Benbunan on Branding between IQ and EQ
• 13 Virtual Power: Nic Kennedy on the Meeting of Energy and IT
• 14 Who You Are and Who You Want to Be: Hando Sutter on Brand as the Tip of the Corporate Strategy Iceberg
• 15 Liberalisation Bonanza: Stephen Fitzpatrick and Kevin McMinn on “Energy Minnows” Becoming Big Fish—or One of the “Big Six”
• 16 From Product to Service: Ana Busto on Engie Post-Rebrand
• 17 Harder Than Rocket Science: Kevin Lane Keller on the Theory and Practice of Energy Branding