Entries by Heather Rae


WednesdayMay 3, 2006 Last week, I wrote a bit about Kevin Phillips’ attention to the U.S. debt in his book “American Theocracy” and asked—but didn’t answer—how that debt may impact cleantech marketing. (For a pictorial of debt in the real estate—‘rentier’—market, see the current issue of Harper’s magazine.) Along with debt, Phillips describes the U.S.’s […]

Marketing for the Fall

Wednesday, April 26th Richard Stuebi wrote here on Monday, “It’s the Jobs, Stupid.” It certainly is, and it’s an argument for establishing renewable energy that I wholeheartedly champion. It’s also why Kevin Phillips’ “American Theocracy”—a book not without polemic, according to The New York Times, was a rough read. Pride goeth before the fall, writes […]

Truth and Dare

Wednesday, April 19th Easter Sunday I was working on the brae bio-bus and listening to a rock station when I heard an ad for an electric and gas utility. It made me think of Seth Godin’s 2005 book “All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World.” In that book […]

Batteries not Bullets

Wednesday, April 12, 2006 I might have heard James Woolsey* deliver his opening speech on clean energy at the 58th Conference World Affairs in Boulder, except that it’s been a very busy week. There were presentations for Colorado Interfaith Power & Light in Denver. A wave energy start-up wanted input on its marketing message and […]

BP Solar – Closing the "Grid Parity Gap"

Wednesday April 5, 2006 Last week I wrote a bit about BP Solar’s advertising and branding – it’s part of the marketing story, but definitely only part. Strategy is key. BP Solar (North America) employs strategic marketing (though, how BP’s Alternative Energy marketing group which looks to be out of Houston, and BP Solar’s marketing […]

BP Solar launches beyond marketing 101

Wednesday, March 29, 2006 Periodically, I cull a pile of materials on sustainable technologies; a few articles survive the purging like Fortune’s 2004 article, “Inside the Head of BP: He doesn’t like red meat. He thinks green. What is John Browne doing running the world’s largest oil company?” He’s marketing clean energy…among other things. A […]

Nuclear Power – "The Cleaner Air Energy"

March 22, 2006 Are nuclear technologies cleantech? That’s a tough one. In the mid-90s “The Washington Times” ran a photo of me holding a Geiger counter at the edge of a nuclear-chemical company that had been contaminating my neighborhood with radioactive cobalt-60 (for over a decade) and was in violation of a string of health, […]

Resourceful by Nature™

March 15, 2006 Yesterday morning’s mail brought a solicitation from Earth Policy Institute for its (Lester Brown’s) new book “Plan B 2.0: Rescuing a Planet Under Stress and A Civilization in Trouble.” My first sighting of Lester Brown was in 1994 in Washington, DC at a large meeting on sustainability. I had, by then, purchased […]

80 PLUS™ Not the Average ‘Wall Wart’

Wednesday, March 8, 2006 Years ago, while doing technical marketing for a Unix system integrator, I lugged a mini computer and its paraphernalia to product demonstrations using a two-wheeled cart. I secured the clunky mass with bungee cords. The power supply – used by each of the dumb terminals of this Unix system – was […]

Energy & Non-energy Benefits

March 1, 2006 My addiction (“Sex and the City” reruns) forces me to endure an inordinate number of mind-numbing advertisements for gum, shampoo, toothpaste, lipstick, cars, trucks (and more trucks) with a lead thumb on mute. An ad for Tide Coldwater started me out of the silence. Tide Coldwater “Deep Clean. Save Green.” Taking advantage […]

GM Goes Yellow

Wednesday, February 22, 2006 “Live Green, Go Yellow”GM’s E85 Campaign Between the SBX snowboard event and Evan Lysacek’s courageous come back in the Olympic free skate, you may have caught General Motor’s advertisement for E85, part of GM’s campaign to promote its “flex fuel” vehicles – cars and trucks that run on fuel comprising 85 […]

Energy Efficiency – California Dreamin’

Wednesday, February 15, 2006 Energy efficiency, the red-headed stepchild of energy planning, is re-gaining recognition by utilities and their regulatory agencies – in some U.S. markets and in some states – for its cost-effective role in saving the farm.* (Note: The term ‘energy efficiency’ could benefit from a visit with “Extreme Makeover.” It could use […]

Values and ‘tude in consumer marketing

Wednesday, February 8, 2006 When market research around sustainability asks what people value, so begins effective consumer messaging with emotional hooks. And, it begins the crossing of the chasm from eco-niche marketing to ‘dark greens’—to marketing to masses sporting sea-foam shades of green. A common thread of values runs through the landscape of marketing sustainability, […]

SmartPower is smart marketing

Wednesday, February 1, 2006 Hunter Lovins, President of Natural Capitalism (and former CEO of the Rocky Mountain Institute), met recently with a small gathering of energy consultants in Boulder, Colorado. An advantage of living in Colorado, aside from sunshine (300 days a year) and great skiing, is access to talent like Hunter and her colleagues, […]