Fridrik Larsen is an associate professor of marketing at the University of Iceland. He is the leading authority on branding within the energy space and the first person to hold a PhD in energy branding. Larsen holds graduate degrees in finance, economics and psychology and a postgraduate degree in marketing. He is the author of three books on energy branding, a sought-after public speaker and the founder of the CHARGE conference.

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 [...] 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