• Environment. Going solar gives me the power to do something about global warming.
• Money. I will eventually save money on my electricity (perhaps right away, based on the state and financing options).
• Energy independence. We as a country are too reliant on foreign fuel. Solar on my roof is my own personal power plant.
• Statement. Solar on my roof makes a bold statement that I’m doing something to help the environment, and that you – my neighbors – can follow my lead.
• Cool factor. Ironically, this massive ball of ultra-hot burning gas called the sun is the coolest power source on earth. It makes me feel like a cooler person just because I have it.
• Hate. My utility has been making me angry for years. Having solar says to them, “eat my sun.”
• Status. My environmental credentials are…
• Passion. I believe passionately that my country should never again fight a war for oil. Power from the sun is my way of saying, “enough.”
• Hedge. Having a solar installation helps me lock in a rate for my power, so I won’t suffer as much from rising electricity rates over the years (see “hate” above)

Not long ago, before the days of generous federal and state subsidies, the environment was the dominant single driver for going solar. The very early adopters for solar tended to be green in two ways: they had money to throw around, and they wanted to stop global warming. That equation has changed. Today, two factors in combination are the main drivers:

Money and Environment. I can save money and help the environment at the same time. So, why wouldn’t I? Many or all of the other factors play a role in the decision, but these appear to be the top two. Incorporating money saving and environmental preservation together is critical to the success of any solar marketing campaign in 2010.

In addition to being a funny video, Stephen Colbert’s argument brings up some related questions about marketing for renewable and clean energy companies.  There is an intense debate going on in the country, and it seems like the only people participating in that debate in full view of the public are the politicians (and funny talk show hosts).  There is a real opportunity for clean energy companies to step forward and add their experience to the debate of what should be done about global warming.  No one is better suited to discuss the economics of clean energy than the people who are actually creating jobs in solar, wind and other renewable technologies. When Americans see that renewable energy puts more money in the pockets through jobs and other economic development in their towns, and they also understand the true costs of gobal warming, the tide will turn towards renewables. And any company that can become a nationally-noticed figure in this debate can become a real powerhouse – for both change and profits.

Ted Page’s Eulogy for Advertising from Captains of Industry on Vimeo.

What are your thoughts? Please leave your comments, and let us know how you think we can all overcome the loss of our friend.

Clients come to marketing agencies for creative ways to “break through the clutter” or “build buzz” in order to sell their product or idea, and too often the result is campaigns that make noise, cost a lot of money, but ultimately don’t connect with people. How can you create a campaign that stitches the fabric of your brand into the minds of the right people? Chip and Dan Heath have unlocked the keys to this age old marketing conundrum in their remarkable book, “Made to Stick.”

The basic premise is that, based on years of research, they’ve figured out the attributes of communications that truly stick in the mind. I know, you’re probably thinking, “Oh, no, another business book that says it has all the answers to my problems.” I have to say though, that based on my 25 years in marketing, these guys truly have made a blueprint for how to develop memorable campaigns. Imagine that all of us are walking around with one part of the Velcro strip in our brains. As marketers, we’re creating the other piece of the strip that will stick. The key is really understanding the makeup of the piece of the Velcro that’s already in your audience’s mind, and the psychological and physiological reasons why certain ideas adhere there, while others do not. It sounds simple, and the underlying principle is. But the authors have conducted exhaustive academic studies that illustrate how we as humans learn, how we process information, and ways to communicate this information so that it’s remarkably sticky. And they lay it all out for us readers in a way that’s easy to grasp. It turns out that we’re not in the advertising business as all. We’re in the memory business ­– at least, if we do our job right.

Lots of companies are jumping in to the clean energy space, and all of them will need logos that tell their story and set them apart from the competition. If you’re with one of these companies, you’re no doubt thinking, “Is there really a difference between making a logo for a clean energy company and other types of companies?” The answer is a resounding YES. Here are 5 tips every clean energy start-up should know.

Don’t make people guess what you do.

First, recognize that clean energy is a relatively new industry, at least as far as the American public is concerned. Everybody knows what gasoline is, but most people – whether they’re investors, the press, or the public – are not going to instantly understand your particular branch of clean energy unless you make it very, very clear. It starts with a descriptive company name, which your graphic elements and tagline can build from (see below on tags). For example, Winergy Power Holdings struggled for years to win a bid to build an offshore wind farm. Winergy had unique technology for building wind farms in deeper waters offshore, where visual impact would be less of an issue for coastal residents. Captains of Industry (full disclosure, that’s us) helped create a new name and logo for the company – Deepwater Wind (www.dwwind.com). The name itself is far more descriptive of their technology. The logo, integrating waves and wind, helps convey the power of ocean wind. Soon after the rebranding, Deepwater Wind beat out a range of competitors to build a large offshore wind project in Rhode Island. The new brand was not the only reason they won, but it was a significant factor.

In an era of tight credit, you have to look solid and credible.

The credit markets are in better shape today than early in 2009, but it’s still pretty rough out there. That means investors are being extra cautious about where they put their money. Your logo must convey a sense of solidity, trust, and credibility. Banks have always known this, and designed their brands accordingly. Check out the logos for Bank of America (www.bankofamerica.com) and State Street (www.statestreet.com). They look chiseled out of stone. Never mind that they got rocked by the financial crisis; just about everybody did. They both came out stronger than before, and are still solid. Also note that each logo is blue, similar in hue to the Deepwater Wind logo. Color theory says that blue connotes financial stability. Green connotes freshness and environmental awareness, used effectively by Solar City: (www.solarcity.com). Note, however, that Solar City is an established company and not a startup, so they may have less of a need to look financially viable. Red connotes excitement and sexiness. You may be passionate about your technology, but it’s your customer’s perceptions that matter, so leave the red for other types of brands (or use it just as an accent color – see www.mobil.com). Notice what color the red is surrounded by?

Since nobody owns the sun or wind, it’s extra important for your logo to convey why you are unique.

What’s going to make your wind energy company look any different from others? Do you use better wind? Think long and hard about what makes your company truly unique before you ever approach a designer about making a logo, then make very sure that your uniqueness is captured. Various font styles and weights each convey a personality. Adding unique graphic elements to the type treatment can augment your personality and help create an image that’s “you.”

Your logo will work harder if it’s connected with a tagline.

Big companies that have been around forever and spent hundreds of millions of dollars on their marketing over years often don’t have taglines, for the simple reason that they don’t need them. But your company may be new. Take this opportunity to reinforce the name of your company and the graphic design of the logo with a tag that helps set you apart. Keep it short – less than 6 words or so. For First Wind (www.firstwind.com), a leading wind energy company, Captains of Industry created the line, “Clean Energy. Made Here.” The company name and tagline says what they do, while instilling pride in the fact that they are building energy independence. ”Made here” can mean America, or even my own town. And it does all this in 4 words.

It has to look good everywhere, from your website to the jacket worn by the turbine construction worker. This may seem like a no-brainer, but a lot of companies mess it up. They make a logo that looks nice on the web, but when it gets reproduced on a jersey it looks awful. Make sure your designer shows you how the logo will look on a cap, a shirt, or on the side of a truck. This is especially important for clean energy companies, like solar companies, who may have installers visiting neighborhoods.

A simple logo test
Try this simple test when you’re going through the logo development process. Let’s say your designer has developed 3 possible logos and has boarded them up for your management to review. Show them the logos and ask yourself: “How does this make you feel, and what does it say about us?” If the answers you get back match what you’re trying to get across, that’s a good sign. But don’t make your selection right away. Sleep on it. When you return to work the next day, what logo stuck in your mind? Choose that one.