by Michael Grossman | Sep 7, 2020 | Brand Stories, Branding
Does Every Size Company Need A Brand? Recently, the CEO of a growth-stage cleantech company told me branding and marketing wasn't something his company needed to do because their niche was so small that they already had relationships with most of the companies...
by Michael Grossman | Jun 24, 2020 | Branding, Green Marketing
Does your green brand meet its mission if it doesn't appeal to all races? Dear Michael's Marc: I've always considered myself an ally for equality, regardless of a person's color, religion, gender, etc. All human beings deserve respect, regardless of the color of...
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 | Jan 11, 2020 | Branding, Delivering Your Message, Marketing Strategy
Two words no CEO of a seven or eight-figure company ever likes hearing from me are "market research," as in, "I feel it would be helpful to clarify our value proposition, our strategic advantage, and our audience if we conducted some market research." It's so...
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 | Sep 5, 2019 | Branding, Delivering Your Message, Storytelling
Like millions of parents around the country, I took my daughter to college last week. It's a bittersweet ritual that started when I let her hand go on her first day of kindergarten and is now complete. She has chosen a path, and it forevermore will diverge from...
