How brand powers trust
How brand powers trust
The challenge wasn't whether they were capable of delivering energy. It was whether they were trusted to do so.
W hen trust is high,
infrastructure fades into the background. The lights stay on, the system works, and
society moves forward without question. But when trust fractures, even the cleanest energy can become contested. Nowhere is that tension felt more sharply than in Iceland, a country built on geothermal and hydro power, and whose identity is inseparable from its landscape. It's a society that expects its energy system not only to perform, but to reflect shared values of responsibility, transparency, and care. For HS Orka, one of Iceland’s leading geothermal energy companies, this created a defining dilemma. The business was performing its role of reliably powering homes, communities, and industry. Yet trust, once assumed, had begun to feel somewhat conditional. The challenge wasn't whether they were capable of delivering energy. It was whether they were trusted to do so, and in turn, continue to meet Iceland’s growing energy demands. Beneath the surface HS Orka’s challenge was perceptual more than operational. Despite operating in one of the world’s most advanced renewable energy markets, the company found itself subject to growing scrutiny. In-depth market research, led by Brandpie partner Brandr Index, revealed a lack of clarity around
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Brandpie Energy - Issue 05
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