positioning

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 […]

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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 […]

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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 […]

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Where will you be on 12/31/12?

Is your company in a better position today than it was twelve months ago? Where will it be twelve months from now? It’s an apt question to ask this time of year. The first week in January looms. Performance evaluations. Budget allocations. Sales kick-offs. After you’ve been through the cycle a few times, you may […]

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Whole-brain Strategy

We human beings tend to see what we expect to see, and this often constricts the aperture through which we view potential solutions to a problem. But the clearest vision of the future is seen through the widest lens—one that combines both analytical and creative input. As it is with physical eyesight, so it is […]

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Green marketing is not sustainable.

“Green marketing” is a term thrown around with greater frequency every month, and yet its meaning is elusive. Saying you market “green” is like saying you market convenience, which many of us do. But we don’t call ourselves “convenience marketers” or attend “convenience marketing” conferences. We don’t have to, because convenience as a benefit is […]

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