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.
Fridrik Larsen has opened up a new area of study within energy marketing. In these fascinating interviews with some of the world's most influential energy industry executives, energy branding comes alive, fully justifying its importance for the current low-carbon transition. Kevin Lane Keller, Professor of Marketing and author of Strategic Brand Management Traditionally, branding was considered of secondary value to the energy business. Liberalisation and the fight against change upended such views. As a branding expert I recommend this book to everyone working in energy, sustainability and marketing. Jacob Benbunan, CEO of Saffron Brand Consultants