Wind energy is an abundant renewable energy that has many advantages, making it an ideal resource for both large scale and small scale applications. As with other forms of renewable energy it has a huge economic potential. WindMadeTM, the first ever global consumer label for a renewable energy source and the first ever consumer label to be endorsed by the UN, designed to unlock the potential for wind energy among global consumer brands, was created by Morten Albæk with a coalition of global partners. In 2011, he received an award from the American Wind Energy Association for the initiative, calling WindMade “probably the most unique communication initiative for wind in 30 yrs”. His vision is to help consumers make an emotional connection with wind and equate the products they purchase with the type of renewable energy used to produce it. In fact, according to a recent article in “Recharge”, many influencers within the wind business believe he is the best possible candidate for forging an emotional connection between global consumers and wind energy. In this segment of The Clean Energy View, hosts, June Stoyer and Luis Mejia, Managing Partner, Murdock Capital Partners talk to Morten Albaek, Group SVP for Marketing & Customer Insights in the wind turbine manufacturing company Vestas Wind Systems A/S with direct report to the global CEO. Being responsible for leading Vestas’ transformation from a product-oriented to a customer-focused organization his global staff covers areas as Key Account Management, CRM, Product Launches, Global Marketing, Brand Strategy, Customer Loyalty and Emerging Segments. Mr. Albæk is a strong believer in one-to-one marketing using alternative channels, in building global collaborations and partnerships and in integrating marketing with CSR, PR, sustainability and even philanthropy as catalyzers for effective business development.
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