by Michael Grossman | Feb 15, 2020 | Branding, Cleantech, Climate Change
The Cleantech Brand Is A Failure If No One Knows What It Means Invariably, it happens. I'm out at an event with professionals. Maybe it's a business awards dinner like last week or at a convention. Someone will ask me what I do for a living, and I explain, "I'm a...
by Michael Grossman | Oct 19, 2019 | Brand Stories, Cleantech, Green Marketing, Marketing Strategy, Startups
Part 1--Research This column is the first of a five-part series on the critical elements necessary for a cleantech company to successfully market itself, regardless of the budget. Do I Have To Pay For Marketing? One of the most frequent questions I hear...
by Michael Grossman | Oct 14, 2019 | Branding, Cleantech, Marketing Strategy
We got trouble! Right here in River City! With a capital T that rhymes with B, and that stands for brand positioning. Working with cleantech companies means I'm often in meetings with scientists and engineers. By nature, they are very analytical people, which...
by Michael Grossman | Aug 19, 2019 | Cleantech, Content Marketing, Uncategorized, Video Marketing
Cleantech companies typically require a certain amount of scientific sophistication to comprehend, and therein lies the conflict with defining its value for an audience. A well-produced video is one of the best ways to bridge that gap. A Cleantech...
by Michael Grossman | Jul 20, 2019 | Cleantech, Green Marketing, Marketing Tactics, Social Media, Startups, Uncategorized
To be engaged in social media, or not to be engaged in social media. That is the question for cleantech companies. Through the left ear, you hear, "Free Exposure!" being shouted at you; but through the right ear, you hear, "Waste of time and money!" Which ear...
by Michael Grossman | Jul 9, 2019 | Cleantech, Delivering Your Message, Green Marketing, Marketing Tactics, Startups
So you've got a great idea to stave off climate change and make the world a more sustainable place, and you're convinced you can turn it into a profitable business. You've written your business plan; you're searching for investment, and; you know you have an...
