do this first

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 →

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 →

What Happens Between IP and PR

Lately, we’ve been talking to a lot of folks who work with cleantech startups on a daily basis—incubators, labs, universities, economic development groups and others who provide valuable services to fledgling enterprises. And we see that when it comes to marketing, cleantech startups have more in common with their startup peers in other industries than […]

Read More →

Read More →

First Things First

When you’re starting a company, one of the first things you should do is create a Website and a brochure. Right? Not exactly. While it is important to announce your existence to the world (not to mention your target market) a lot of new companies make strategic errors when doing so. They’ve earmarked all kinds […]

Read More →

Read More →

Top