Extending the life of EU energy projects through strategic branding

In this episode of the EU Energy Projects Podcast, we are joined by Dr. Fridrik Larsen, one of Europe’s leading experts in branding and reputation management, as well as the Godfather of Enlit. With deep expertise in brand positioning and stakeholder engagement, Fridrik has spent years helping organizations bridge the gap between innovation and public perception. His insights offer a valuable perspective on an often-overlooked element of EU-funded research and innovation projects: branding. As Fridrik explains, while the principles of branding remain the same across sectors, energy presents unique challenges. “Branding is just branding,” he notes. “But energy is tied to politics, human rights and daily life in a way that few other products are.” This heightened sensitivity requires energy innovators to be especially mindful of how they communicate the origins, impact, and benefits of their work. Even so, the fundamentals, i.e. understanding your target audience, articulating a clear value proposition and maintaining a meaningful dialogue, remain essential.