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Energy Branding 101 - Post-conference Training
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If you have already registered for AESP's Spring Conference or you are only attending the Energy Branding 101 course, please register here.

When: 1:30 PM
Where: Salt Lake City, UT
United States

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Energy Branding 101 - Post-conference Training Course
Thursday, May 4
1:30 - 5:30 PM

Trainer:  Mei Shibata, Essense Partners
Rate: $345 per person

Branding is a very important asset for any consumer-oriented company or product: think Google, Coke, Apple and iPhones.  In fact, brands are so powerful that they can cause a significant boost or reduction to company market valuation when customers change their perspectives on them.

However, in the utility sector, brand has traditionally played a very limited role for a myriad of reasons. For starters, energy is an intangible asset, and it is difficult to brand things that have no shape or form. Second is that the utility-customer relationship has been largely transactional (e.g. billing, outages) where there is not a lot of time to build brand engagement, while external vendors have managed the more relationship-oriented programs on behalf of utilities.

As the sector is evolving, new energy sources and controllers have entered the market (e.g. smart thermostats, storage, solar panels), opening up the potential for energy consumers to become loyal to non-utility brands. Within this environment, traditional utilities and their programs have the choice: to either continue with business as usual, or to proactively build up the role of its brand.  In this course, we will cover the basics of energy branding so that you can take control of your brand through all of your utility programs and customer interactions.

Topics will include:

  • What is brand?
  • What does branding for utilities mean?
  • What is a brand experience and how is it different from customer engagement?
  • How does one effectively tie branding and utility program management together?


Hotel Information:
Hilton Salt Lake City Center, 255 S W Temple, Salt Lake City, UT 84101
Reservations can be made here.  The room block will be honored until the room block is full or April 16, 2017 and the room rate is $175 per night per night.

Note: We do not use 3rd parties to book hotel rooms, please book direct online or call (801) 328-2000 and use code AES.


Cancellation Policy:
Cancellations received by 4/21/17, will receive a refund, minus a $50 processing fee. If using Points, there will be a 1 Point cancellation fee. Cancellations received after 4/21/17 & no shows will not receive a refund (cash or Points). AESP reserves the right to cancel a training course at any time with reasonable notice given to all participants. If a program is canceled, refunds will be paid in full for training course canceled or you may reschedule attendance in the next available training course. In the event of a cancellation, AESP is not responsible for non-refundable airfares, other airfare penalties, or travel charges you may incur.

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