Clean Currents – Details, episodes & analysis

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Clean Currents

Big Red Oak

Business

Frequency: 1 episode/31d. Total Eps: 14

Discover how smart marketing is powering the clean energy revolution! In each episode, we chat with clean energy leaders and marketing pros to unpack industry trends, creative strategies, and real-world challenges. Whether you're in energy or marketing, you'll walk away with fresh insights and practical tips to spark change. Powered by Big Red Oak, Canada's clean energy marketing agency.

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Score global : 22%

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Dr. Friðrik Larsen

Monday, July 20, 2026 • Duration 46:39

What does a psychology degree, a finance degree, and a small town in Iceland have to do with the future of energy branding? Everything, according to Dr. Friðrik Larsen.

In this episode, Tyrell sits down with Friðrik - founder of Brandr and the brandr Index, CEO of LarsEn Energy Branding, and creator of the CHARGE energy branding conference - to trace his unlikely path from aspiring banker to the world's first PhD in energy branding. Friðrik shares the pushback he faced trying to convince a business school (and a room full of skeptical engineers) that commodities like energy could be branded at all, and how that stubbornness turned into a career.

The conversation digs into why so many energy and utility companies still treat branding as a cost center instead of an investment, why old-school metrics like NPS fall short for measuring brand strength, and what it actually takes to get a CFO to care about brand value. Friðrik and Tyrell also tackle the murky lines between sustainability messaging and greenwashing, why "authentic and transparent" keeps winning at the CHARGE Awards, and what nuclear energy - an industry with a serious perception problem - can learn from decades of branding psychology.

It's a candid, wide-ranging conversation about risk-aversion in a risk-averse industry, the human psychology behind why people resist change, and why perception beats reality every single time.

Clean Currents – Details, episodes & analysis

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Clean Currents – Details, episodes & analysis

Podcast details

Recent rankings

Apple Podcasts

Spotify

Shared links between episodes and podcasts

RSS feed quality and score

Publication history

Latest published episodes

Similar podcasts and content

Related Shows Based on Content Similarities

Related Shows Based on Content Similarities

Apple Podcasts

Spotify