Making wind mean the world - to the worldPeople-centric branding of Vestas

31. may 2016

In this paper

EXECUTIVE SUMMARY - p. 3

A NEW DOGMA FOR COMMUNICATIONS - p. 4

CONTENT AND DISCLAIMER - p. 5

THE COMPETITOR LANDSCAPE - p. 6

POP QUIZ: BIG 6 INTRODUCTIONS - p. 8

BIG 6 KEY MESSAGES - p. 10

BIG 6 KEY SALES POINTS - p. 11

BIG 6 POSITIONS - p. 12

01 |

02 |

03 |

04 |

05 |

06 |

07 |

08 |

COMPARING WEBSITES - p. 13

WHY PEOPLE-CENTRIC BRANDING - p. 17

APPLYING A PEOPLE-CENTRIC APPROACH - p. 18

FROM INTROVERT TO EXTROVERT - p. 19

FROM THE MEANS TO THE END - p. 20

CONCLUSIONS AND RECOMMENDATIONS - p. 21

THIS IS JUST THE BEGINNING - p. 22

09 |

10 |

11 |

12 |

13 |

14 |

15 |

3 / 22

A unique opportunity for a unique brandEXECUTIVE SUMMARY

01

Vestas has a strong brand founded in a proud legacy and powerful company values. But so too has most competitors.

While everybody is trying to outgun competition through products and innovations - bigger, better, faster, stronger - no one is asking the key question: why does it matter and to whom?

Herein lies a golden opportunity for Vestas: to adopt a people-centric branding approach and claim ownership of this particular brand category.

Two steps will bring Vestas closer to this goal.

1) Be extrovert. Focus on what makes a difference to the people of the world. Vestas takes center stage in “Wind. It means the world to us.” But we also want to be involved. Explain why and how wind also ought to mean the world to the rest of us.

2) Bring people into the Vestas univers. The world is made up of people. That’s why people relate to people. And not to machines or products. Make it easier for us to identify with Vestas by introducing people in pictures, in copywriting, and in cases. Address our wants and needs. Help us realize our dreams and hopes and we’ll love you forever.

From bricks and mortar to people

A NEW DOGMA FOR COMMUNICATIONS

02

In the world of renewable energy, few companies shine as bright as Vestas. Vestas has established itself as global market leader in a complex industry marred by increased competition and strong political interests. And Vestas has done so while staying true to its legacy and corporate values.

This deserves praise. The world is, however, changing. And with that the way companies need to communicate. Especially big league players on the global arena.

In what we see as a healthy shift from form to content, today’s power brands talk people. Not profit. That’s because we’re spoiled. We have so many options to choose from that we pick the one we relate to the most. The brand that understands us.

And it doesn’t matter if we’re a private consumer, a business partner, a decision maker, or something else entirely. We, the people, are now the hero of the story.

Vestas in the eyes of LeaniusCONTENT AND DISCLAIMER

03

Leanius is a Danish brand agency specializing in building and executing lean, powerful brands. Brands that bridge company identity and consumer demands for a unique market position. It’s when your corporate values match the wants of the market that you become untouchable.

This paper presents our thoughts on Vestas’ communication as expressed through Vestas biggest show window: vestas.com.

We would have loved to draw up a complete map of Vestas’ brand communication across all platforms from print to SoMe. It is however outside the scope of this paper.

The opinions and suggestions presented in the paper are Leanius’ alone. No Vestas employees have been involved in the making of the paper. This we save for version 2.0.

Happy reading.

6 / 22

04

Wind is renewable energy. It’s sustainable. And it’s good for the environment and for our health. As such it taps into our core values. Wind speaks to our feelings.

It is therefore interesting how the big wind turbine producers seem preoccupied with product specs and GW at the expense of softer values.

Is being market leader better than helping clients solve problems? Is the number of installed turbines more important than reduction in CO2 emission? Do margins trump public health?

Not for the brand. Because the brand is a product of our perception. Our wants and needs. And we care more about blue skies than company profits.

And yet the biggest producers of wind turbines still focus on the means, the turbine, and not the end, a greener world.

Watts over valuesTHE COMPETITOR LANDSCAPE

A turbine is a turbine is a turbine04 - THE COMPETITOR LANDSCAPE

Or is it? Unfortunately, yes. Judging from the lingo adopted by the six biggest players in the industry: Enercon, Gamesa, GE, Goldwind, Siemens, and Vestas. Or as we call them in this paper: the Big 6.

A look at the corporate websites reveals a surprising similarity in how the Big 6 articulate their products and themselves.

Keywords seem to come from the same vocabulary. If they are not indeed identical.

It appears nobody dares step out of that particular playing field. Or maybe it’s better to blend in than stand out in the world of wind?

But don’t just take our words for it. Take those of the Big 6 as we pass the mike on the following pages.

8 / 22

Company 1[...] works in close partnership with customers to offer the most effective solutions towards energy independence. Our core business is the development, manufacturing, sale and maintenance of wind power plants – with competencies that cover every aspect of the value chain from site studies to service and maintenance.

Company 2[...] we see the world from the perspective of our customers: The solutions we provide are driven by the benefits they deliver. Whether through the invention of a new technology, the evolution of an existing product, or simply finding a smarter way of working, we strive to maximize your return while leading the industry in delivering a lower cost of energy for everyone.

Company 3

[...] has long been known as one of the most innovative companies on the planet. Product evolution is one of our core competencies and we are continuing this tradition by developing the next generation of wind energy. Our turbines are another chapter in our storied power generation history, which spans over a century. With proven performance, reliability, and availability, they offer increased value to our customers.

Company 4With 21 years’ experience and close to 33,500 MW installed, [...] is a global technological leader in the wind industry, with a footprint in 54 countries. Its comprehensive response includes also the wind turbine’s operation and maintenance services, that manages for more than 20,600 MW.

Company 5

At [...], we feel strongly that alternative energy technologies play an essential role in protecting the environment and building a sustainable energy future. Providing clean, cost-efficient energy to power the world is an urgent global imperative--and it is our driving force. [...] is dedicated to providing the most efficient and advanced wind power technology to our customers. We aim to be a leader in the global effort to advance the wind energy industry through job creation locally and globally and by producing the most advanced products available on the market.

Company 6

As one of the world’s leading companies in the wind energy industry, [...] have been setting new standards in technological design for more than 30 years.[...] is not only a technological pacesetter and leader in the [...] market, but is also aware of its responsibility to create and maintain secure jobs in the wind energy sector.

Can you guess who’s who?POP QUIZ: BIG 6 INTRODUCTIONS

05

9 / 22

How many did you get right?05 - POP QUIZ: BIG 6 INTRODUCTIONS

[...] works in close partnership with customers to offer the most effective solutions towards energy independence. Our core business is the development, manufacturing, sale and maintenance of wind power plants – with competencies that cover every aspect of the value chain from site studies to service and maintenance.

[...] we see the world from the perspective of our customers: The solutions we provide are driven by the benefits they deliver. Whether through the invention of a new technology, the evolution of an existing product, or simply finding a smarter way of working, we strive to maximize your return while leading the industry in delivering a lower cost of energy for everyone.

[...] has long been known as one of the most innovative companies on the planet. Product evolution is one of our core competencies and we are continuing this tradition by developing the next generation of wind energy. Our turbines are another chapter in our storied power generation history, which spans over a century. With proven performance, reliability, and availability, they offer increased value to our customers.

With 21 years’ experience and close to 33,500 MW installed, [...] is a global technological leader in the wind industry, with a footprint in 54 countries. Its comprehensive response includes also the wind turbine’s operation and maintenance services, that manages for more than 20,600 MW.

At [...], we feel strongly that alternative energy technologies play an essential role in protecting the environment and building a sustainable energy future. Providing clean, cost-efficient energy to power the world is an urgent global imperative--and it is our driving force. [...] is dedicated to providing the most efficient and advanced wind power technology to our customers. We aim to be a leader in the global effort to advance the wind energy industry through job creation locally and globally and by producing the most advanced products available on the market.

As one of the world’s leading companies in the wind energy industry, [...] have been setting new standards in technological design for more than 30 years.[...] is not only a technological pacesetter and leader in the [...] market, but is also aware of its responsibility to create and maintain secure jobs in the wind energy sector.

10 / 22

Vestas Siemens GE Gamesa Goldwind Enercon

Market leader

Best products/solutions

Best margins

Digital integration

Best results for customers

Sustainability

Job creation

Accountability/reliability

Partnerships/collaboration

All have the best productBIG 6 KEY MESSAGES

06

11 / 22

Key sales points

Vestas• More than 71 GW of installed wind power• 55,000 turbines installed

• more than 49 GW under service globally

Siemens • Nearly 13,000 wind turbines around the globe • Total capacity of 21 GW

GE

• Over 38 gigawatts (GW) of installed wind turbines• GE Wind is in 31 countries• 25,000+ turbines installed• “...modular turbines, which are individually customizable, giving you up to 10% higher annual energy output immediately.”• Virtual wind farms - optimize energy mix

Gamesa

• 33.5 GW installed• 54 countries• The annual equivalent of its 33.5 GW installed amounts to more than 7,1 million tons of petroleum (TEP) per

year and prevents the emission into the atmosphere of more than 50 million tonnes of CO2 per year.• Life extension: structural reforms to prolong the lives of turbines from 20 to 30 years.• Energy Thrust: software and hardware tailored to produce as much as 5% more power every year.

Goldwind

• Installed capacity exceeding 19 GW• Over 14,000 units• 6 continents• Biggest WTG producer in China with a 23.30% market share.• Global market share of 10.3% = second largest WTG company in the world.

Enercon• 870,000 m² production area worldwide• 24,400 turbines installed worldwide

• 37.9 GW installed• Vertical integration

It’s all about watts and turbines BIG 6 KEY SALES POINTS

07

12 / 22

Spotting the differenceBIG 6 POSITIONS

08

So where is it? The difference in the way the Big 6 position themselves? Well, the difference is there. But it’s bordering to insignificant.

Wind energy is all the rage not because of the technology but because of how it benefits the planet. We’re interested in the outcome and how it benefits us.

Surprisingly nobody has claimed this quadrant (see figure) presenting the first to do so with a gigantic competitive advantage.

Extrovert

Means(product)

End(outcome)

Introvert

Legend:Means-end continuum: is focus on the features and specs of the company products or the value the products create for the user (and the world)?

Introvert-extrovert continuum: are subject matters those of interest to the company (margins, market shares, patents) or those of interest to the market (CO2 emission, sustainability, job creation)?

Enercon

GE

Vestas

Gamesa

Goldwind

Siemens

People-centricity

13 / 22

Blue skies, white turbinesCOMPARING WEBSITES

09

One thing is the words, phrases, and lingo used on a website. Another is the look and feel. Picasso supposedly once said: show me the truth and I can still paint a 1000 pictures of it. It’s all about perspective.

Here we look at how the Big 6 paint their truths. What colors they use. What imagery. What angles, distance, focus.

The Big 6 are more diverse in the way they express themselves in images than in words. Siemens, for example, shows people while Goldwind adds nuances of red to its color palettes.

Pictures are powerful means of communication. They’re able to convey feelings while at the same time explain in detail product features and technical specs. As such pictures are made for green energy. And for creating powerful, unique visual identities.

Still, can you match the pictures on this page with the right companies? Our test panel couldn’t.

14 / 22

Vestas + Siemens

VESTAS

SIEMENS• Products• Scenery• Employees• Feelings

• Products• Machinery• Scenery• Employees

09 - COMPARING WEBSITES

15 / 22

GE + Goldwind09 - COMPARING WEBSITES

GE

GOLDWIND

• Products• Scenery

• Products• City• Consumer• Scenery

16 / 22

Enercon + Gamesa09 - COMPARING WEBSITES

ENERCON

GAMESA

• Products• Machinery• City• Scenery

• Products• Scenery• Employees

Green is powerWHY PEOPLE-CENTRIC BRANDING

10

Public opinion, KOLs

Public pressureEager to stay in power, political leaders and decision makers heed the mood of the people.

Political pressureFully or partially state-owned, energy companies follow the directives and interests of political leaders.

Set the agendaControl the public opinion and you control the chain of influence.

Reciprocal pressureEnergy companies pick their suppliers based on how popular they are in the eyes of decision makers and political leaders.

Wind turbine producer #1

Wtp #2

Wtp #3

Politicians, decision makers Energy company

18 / 22

We want to hear about what’s relevant to usAPPLYING A PEOPLE-CENTRIC APPROACH

11

If wind has to mean the world to the world too, we need to understand how wind makes a positive difference to our lives. Our interests, wants, needs, and pains must be the center of attention.

This does not mean abandoning product promotion and sales. Far from. It’s simply a question of rearranging the argument. Instead of first introducing the premises, you start with the conclusion.

It’s that easy.

Classic argument:

Premis+Premis= Conclusion

Example: Vestas Load and Power Modes extract maximum potential energy+Optimal utilization of resources equals a greener environment =Vestas is contributing to a greener world to the benefit of us all

People-centric argument:

Conclusion=Premis+ Premis

Example:

Our world has just gotten greener thanks to Vestas=Optimal utilization of resources equals a greener environment + Vestas Load and Power Modes allow maximum extraction of potential energy

How wind matters to the worldFROM INTROVERT TO EXTROVERT

12

Drop infossil fuels consumption

Increased public health

Little pollution of water reserves

Reduced CO2 emission

Reduced pollutionEnergy security

Remedy energy shortage in developing countries

Future elimination of fossil fuels

Stable energy prices

Job creation Reduced energy imports

Environmentally friendly

Renewable energy

Sustainability

20 / 22

We want to know about the difference wind makes

FROM THE MEANS TO THE END

13

FinlandGive your customers some love

Productcentricity(current website)

Peoplecentricity

Green. Greener...Kick off with what’s relevant to the public

Carbon footprintsShow why this news is important

Higher yield, same...Explain how this product makes a difference

21 / 22

Two steps to a unique brand identityCONCLUSIONS AND RECOMMENDATIONS

14

Vestas has a strong brand founded in a proud legacy and powerful company values. But so too has most competitors. And competition is increasing.

Like virtually all other players in the industry, Vestas is attempting to outgun competition through products and innovations. Bigger, better, faster, stronger.

Nobody is asking the big question: why does it matter? And to whom?

Herein lies a rare opportunity for Vestas: to adopted a people-centric branding approach and claim ownership of that unique category.

Watts, units, platforms, software, services etc. can all be imitated by competitors in a matter of hours. Values and ideals cannot. So let’s start talking people.

Two steps will bring Vestas closer to a powerful, inimitable, people-centric brand identity:

1) Be extrovert. Focus on what makes a difference to the people of the world. Vestas takes center stage in “Wind. It means the world to us.” But we also want to be involved. Explain why and how wind also ought to mean the world to the rest of us.

2) Bring people into the Vestas univers. People relate to people. Not to machines. Make it easier for us to identify with Vestas by introducing people in pictures, in copywriting, and in cases. Address our wants and needs and we’ll love you forever.

Propelling the brand into motion

This paper contains our thoughts on why Vestes - and any other energy company for that matter - should adopt a people-centric branding approach. The how requires personal dialog.

Leanius is a unique brand agency specialized in people-centric branding. We have helped both startups and international power players put a human face on their brands. And we have just the solution for the energy industry, too.

Curious to know more? Don’t be shy to reach out. You’re also very welcome to drop by our office at Symbion. We might not have the best coffee in town, but you can have all you want and we serve it with love.

ContactPhone: +45 6167 9393E-mail: hello@leanius.com

OnlineWeb: leanius.com LinkedIn: linkedin.com/company/leaniusTwitter: twitter.com/leaniustweets

LeaniusFruebjergvej 3DK-2100 Copenhagen Ø

THIS IS JUST THE BEGINNING

15