Notodden Energi Rebrand

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rebranding & repositioning
for a new energy landscape



Governmental regulations in Norway have directed all power plants, infrastructure owners and energy sellers to clearly separate their business going forward. This demands a completely new structure, a separation of monopolistic and commercial entities, resulting in, hopefully, customer clarity, transparency and better business models.

Notodden Energi is a medium-size energy corporation with ownership in multiple commercial (fiber) and non-commercial (powergrids) entities. This separation created a strategic branding challenge on all levels of the organization. 


Notodden Energi is a hyperlocal brand with public ownership and a clear corporate social responsibility mandate to serve and care for the inhabitants of the region. The brand awareness and positive associations to the company are second to none and top 99%.

The New York Fire Department comes to mind when comparing these numbers. The monopolistic infrastructure part of the company operates relatively far away from the proactive power and fiber sales of the commercially focused entity. With that in mind, the brand strategy is set to leverage the differences and enable both entities to thrive and focus on growth and customer-focused development. 


Notodden Energi will become the commercial master brand for the customer-facing part of the company, with a renewed and clear brand strategy, full commitment to innovation, business development and proactive customer care. The architecture is created to incorporate future products and solutions under the master brand. Notodden Energi will remove all other product names and brands in their portfolio from January 2020
A brand-lead transformation of management, customer-focused product development and strategic positioning is well underway and we are looking forward to developing the infrastructure part of the group now.

what we have done

  • Brand Audit
  • Customer Analysis
  • Brand Strategy
  • Portfolio & Architecture
  • Positioning & Messaging
  • Business Model Development
  • Transformation Management
  • Identity Redesign
  • Strategic Development Support

who to talk to

Robert Leinders-Krog | CEO, Principal
Brand Management & Strategy
+47 92 88 01 11
[email protected] 

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