advice

Who do you think you’re talking to?

Before we can begin to help our enterprise clients with their positioning and messaging, there’s a fundamental and deceptively simple question to answer: “Who is your audience?” Often, when we ask this question during initial meetings, we’re met with a variety of responses within seconds: “Our customers,” “Prospects,” “Channel partners,” “The Street,” “Employees.” Each response […]

Read More →

Read More →

Marketing and the Scientific Method

Silicon Valley entrepreneurship guru Steve Blank likes to say that a startup is “essentially an organization built to search for a repeatable and scalable business model.” It’s an elegant definition, and we’d propose a corollary about brand strategy: Your positioning statement is essentially a hypothesis meant to be validated or revised as you learn from […]

Read More →

Read More →

It’s a (Sales and Marketing) team effort.

They can be housed on opposite sides of the building (or the world). They are part of the same company, but are often made up of people with very different personality types. They are interdependent, but often seem at odds. Whether we think of them as “Salesandmarketing,” or as completely separate entities, Sales teams and Marketing organizations share […]

Read More →

Read More →

We have a branding problem.

“We need help with our branding.” We hear it all the time. And after a brief discussion, we typically learn that the speaker is looking for help with their organization’s logo and/or tagline—its “image.” The request is usually the result of a company decision to “rebrand” its website, update packaging and collateral, or revise the […]

Read More →

Read More →

What’s in a (brand) name?

History. Habit. Equity. Company and product names are loaded with significance and are an enormously valuable facet of any company’s brand. So what happens to that brand when one enterprise acquires—or merges with—another? We’ve seen the blending of corporate brands handled both well and poorly. Here’s what makes the difference: Strategy. Successful rebranding in the […]

Read More →

Read More →

Are you talking to me?

Posit Partners specializes in strategic positioning and messaging for cleantech enterprises. Our clients develop and sell products and services that are often highly technical or complex. The process is tough even when everyone can agree on who the target audience is. When they can’t, it can seem like an exercise in futility. This is because […]

Read More →

Read More →

Is sustainability part of your mission?

We recently encountered this question on a discussion board: I was told sustainability is outside of our mission. How can that be? Our answer? It can’t be. Cleantech or not, sustainability is always part of your mission as a company. There are at least three business arguments for a focus on sustainability: 1. Cost Sooner […]

Read More →

Read More →

Education: It’s up to us.

A recent study reveals that the majority of Americans cannot name one type of renewable energy, and nearly forty percent can’t identify a fossil fuel. When it comes to cleantech, people are confused: What is it, exactly? Why does it matter? Won’t all cleantech investments crash and burn like Solyndra did? This is startling to […]

Read More →

Read More →

Lost in Translation

Many of our clients are technologists. Scientists. Folks who have brilliant ideas, underdog ingenuity, and the drive to make their businesses succeed. They come to us, however, to help them solve a problem: articulating the business value of their inventions to investors, the media, and potential customers. That’s where translation comes in. You must describe […]

Read More →

Read More →

A Call for Consolidation

It’s a tough decision, and with each passing year, it only gets more difficult: which cleantech conferences should we attend? Which will offer the most interesting panel discussions? The most innovative technologies and thinkers? The best connections? Which are worth traveling to? There’s the World Renewable Energy Forum here in Denver. That’s easy enough. And […]

Read More →

Read More →

Top