Branding Geothermal Energy – a presentation at Energy Branding Conference CHARGE Oct. 2017

CHARGE - Energy Branding Conference 2016, Reykjavik, Iceland (source: CHARGE)
Alexander Richter Alexander Richter 30 Aug 2017

Geothermal Energy as a brand - how to position and how to promote our industry - will be a key theme for a variety of presentations and interactions over the coming weeks ending with a presentation at a prestigious Energy Branding Conference to take place in Reykjavik, Iceland October 9-10, 2017.

Later this fall, I will present at CHARGE, the World’s first (and only) Energy Branding Conference taking place in Reykjavik, Iceland, October 9-10, 2017.

I will give the presentation in my role as President of the International Geothermal Association, where we are currently going through a re-branding exercise to be launched this fall.

For those who know me, know that I have been advocating strongly a new approach to branding and promoting geothermal energy. There is and will not be a single great solution and BANG, everything will be good … but positioning ourselves in an ever growing renewable energy market with what geothermal energy has to offer is crucial. … and we need to be become better doing this.

Our work here with ThinkGeoEnergy is part of that overall theme in my activities in the geothermal sector of the now 10-11 years since I joined the geothermal sector. Giving the geothermal energy sector a news outlet that talks about what is going on in the industry, what can be said about development of projects, technology and the market in general, ThinkGeoEnergy is a tool to promote but also to inform the industry and general public about what geothermal energy has to offer.

At previous conferences, I have been talking about the role of media, about us talking more about what we are doing and to show that we are alive and kicking. Increasingly though, I also see the need to work on the image of the geothermal sector, the brand.

Given that geothermal energy stands for many things – and this is a good thing – this is not so easy. When people hear about geothermal energy they often think first about heat pumps in their backyard, then maybe about those countries like Iceland that essentially derive power from “volcanoes” and maybe even heat their homes from hot springs. The wider meaning and opportunity of geothermal energy utilisation is often not known. Electricity can be generated from geothermal resources beyond the volcanic nations of Iceland, Indonesia, Hawaii etc. and this applies in particular to using geothermal energy in the form of heat directly for all kinds of residential or industrial applications, such as heating, swimming, food dehydration, food processing, cooling and so much more.

So in the process of the next few weeks, I will be sharing some of my thoughts on a variety of issues including:

  • How to do an Elevator Pitch for Geothermal Energy?
  • How to strengthen international and national marketing efforts for geothermal?
  • Branding – in the context of electricity and overall positioning towards other forms of renewable energy and conventional technologies

I am very open to hear your thoughts on this, so please drop me an email at

In less then two weeks, on September 11, 2017,  I will represent the International Geothermal Association at a meeting of the Global Geothermal Alliance of IRENA in Florence, Italy … and right after discuss financing and investment at the Praxisforum.Geothermie Bayern in Munich on September 12, 2017.

Then at the GRC Annual Meeting in Salt Lake City, October 1-4, 2017, I will present – together with Patrick Hanson of TNG Energy Services/ GeoEnergy Marketing – a paper on “Positioning and promoting – the role of marketing and communication in the geothermal sector” – this will describe our experience and thoughts on promoting geothermal energy in the context of the wider set up of international organisations.  At the same meeting we will be “soft-launching” the new Corporate Identity of the International Geothermal Association (IGA). … so exciting and eventful days in Salt Lake City.

And then October 9-10, 2017, the Energy Branding Conference CHARGE will take place in Reykjavik, Iceland. Having met Fridrik Larsen, the organiser of the event now about two years ago, I have to say that this has in many ways opened my view and horizon on the topic of branding. As a branding guru in the energy sector, his tremendous experience of branding and marketing is amazing. The event, held for the first time last year, was an incredibly eye opening experience. Hearing on the experience of utilities in branding their product “electricity” and the changing market environment, one can only describe a sense of urgency for us as a geothermal sector to position us well and be prepared to the fundamental changes to the energy sector.

Over the next few weeks I will prepare my presentation which aims to provide a perspective on our experience (IGA, ThinkGeoEnergy and GeoEnergy Marketing), our plans for the future – but also our plead for help for promoting “our geothermal sector and what it has to offer.” … after attending last year’s event, I am quite intimidated by the profile of speakers, but “passion” is a good ingredient and basis – and passionate about geothermal I am.

More to follow.