by Michael Grossman | Oct 12, 2023 | Brand Stories, Branding, Cleantech, Climate Change, climate tech, Content Marketing, Delivering Your Message, Storytelling, 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 Company Is...
by Michael Grossman | Sep 19, 2023 | Brand Stories, Branding, Cleantech, Delivering Your Message, Marketing Strategy, Storytelling
Simplifying Complex Cleantech Ideas With Story From the dawn of the cleantech era, the environmental movement, really, complex language has been a constant stumbling block to widespread understanding and acceptance of good ideas. It’s not anyone’s fault;...
by Michael Grossman | Apr 26, 2022 | Brand Stories, Cleantech, Marketing Strategy, Storytelling
Websites Demonstrate The Friction Between Climate Science and Marketing The creativity manifested through science and engineering in the climate sector is truly remarkable. Yet, the creative inputs of these solutions often stifle the success of all of that work when...
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...
by Michael Grossman | Oct 1, 2021 | Brand Stories, Storytelling
>Sabermetrics didn’t see this coming even though the story is thousands of years old. The underdog. David vs. Goliath. The 1980 U.S. hockey team vs. the U.S.S.R. Erin Brockovich vs. Pacific Gas & Electric. Our brains are wired for this archetypal story, and the...
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...
