by Michael Grossman | Jul 18, 2022 | Branding, Green Marketing, Marketing Strategy
One of the first exercises I run new clients through is testing whether they know what their white space is and how to leverage it to create a marketing strategy. What Is White Space? In marketing, white space is a term describing where your brand (not your...
by Michael Grossman | Jul 6, 2022 | Green Marketing, Marketing Strategy, Marketing Tactics, Startups
Why Cleantech Marketing Can't Be Overlooked In Today's Market We've already discussed the influx of investment dollars into the cleantech sector over the last couple of years. And though savvy cleantech investors understand the patience required for their dollars to...
by Michael Grossman | May 4, 2022 | Branding, Cleantech, Comedy, Green Marketing, Marketing Strategy
What’s Redefining A Category? The banjo wasn't a new instrument when comedian Steve Martin started playing it as a kid. It had been around for 100 years. Players in the genre became virtuosos, and you can hear it in everything from bluegrass and country to pop/rock....
by Michael Grossman | Feb 9, 2022 | Delivering Your Message, Green Marketing, Marketing Strategy, Startups, Storytelling
Make Your Eco-Friendly Marketing Sprout By Taking These Four Steps Perhaps the most transparently disingenuous and self-delusional lines I hear when I encounter startup CEOs in the climate tech space is, "We're in stealth mode." News flash: your flight of fancy isn’t...
by Michael Grossman | Dec 12, 2021 | Brand Stories, Green Marketing, Marketing Strategy, Startups
The Science Alone Won't Close The Sale. Would you honestly try to win a competition in the running shoe market against Nike by comparing the amount of sustainable rubber? How about throwing your lower energy use smartphone against Apple? Climate tech...
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...
