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...
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,...
by Michael Grossman | Jun 11, 2020 | Climate Change, Delivering Your Message, Elections/Public Policy
“It takes two years to learn how to speak and sixty to learn how to keep quiet.”–Ernest Hemmingway As the COVID-19 crisis has played out, I’ve been watching with increasing unease how some in the climate action community are...
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...
by Michael Grossman | Apr 27, 2020 | Delivering Your Message, Marketing Strategy, Marketing Tactics
…And What Happens When Everyone Shows Up To The Party Wearing The Same Outfit? A month ago, I was scrambling to produce an ad for a client before Washington shut down due to the coronavirus. The client knew COVID-19 was going to cause a dramatic downturn...
