cleantech branding

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 […]

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Clean Technology: The Style and the Substance

Fast, no, very fast. That’s the second thing that came to mind when I was cradled in the cockpit of the Tesla Roadster for my recent 24-hour test ride. The first thing was, geez, I hope I don’t wreck this thing. The Tesla is a pleasure to drive, the acceleration is amazing and as an […]

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