strategy

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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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 […]

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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’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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Prevention and Adaptation

“We have to adapt to that which we can’t prevent, and prevent that to which we can’t adapt.”  — Bill McKibben For years, our efforts as cleantech and sustainability champions have focused on the latter half of this statement—preventing that to which we cannot adapt. But now—in the wake of Hurricane Sandy and countless other […]

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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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It’s all in the timing.

You know the drill: by November of each year, you’re exhausted. Then, things slow down during the holiday season, what with Thanksgiving and various December festivities. It becomes remarkably easy to say, “That can wait until after the first of the year.” We’ve all done it. And it’s a huge mistake. Come January, you’re re-energized […]

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