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...
by Michael Grossman | May 12, 2020 | Green Marketing
In times of crisis, people show their true colors. At the outset of my state's coronavirus shutdown, I headed to my local Target to do what most Americans did--stock up on supplies. In the household cleaning aisles, I got a focus group worth of information...
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...
