As the solar industry matures, the importance of building a strong brand built on a compelling and differentiating value proposition becomes vital to success. Participants in this session will learn from a brand expert about the value of branding as it relates to the solar industry, what a brand is and why it is more than just PR, and how to brand your company successfully.

More details at: http://s36.a2zinc.net/clients/sepa/sepa2009/public/SpeakerDetails.aspx?FromPage=SpeakerList.aspx&ContactID=2578&IndexInList=18&SortMenu=103005

Political, social and environmental consequences of climate change have become global concerns. Renewable energy sources, such as wind and solar, would seem to have certain future as part of our national energy future. The alternative energy industry is a nascent one; traditional energy companies are some of the most profitable and powerful on earth. It is likely that the two will work side by side in creating America’s energy future. It is also likely that one will become part of the other, just as the Internet, once hailed as the alternative business model to traditional bricks and mortar businesses, found a viable future as an essential new channel for those companies it once threatened to displace.

The challenge for renewable energy companies is how best to position themselves in the energy equation before the technologies become swallowed up in someone else’s brand.

There are elements of the same Internet zeal in certain quarters of the renewable energy industry that doing a disservice to its future. Renewable energy is the only future. The only way. The rejection of nuclear is part of this. Critics of nuclear power argue it is not a renewable energy source. It is not “green” they say because the waste must be stored for hundreds of thousands of years.

No energy source is perfect. No single energy source will solve our problems. Nuclear energy is an essential part of the mix.

Read the reference Reuters article at:

Seize nuclear or miss targets, investment: IAEA
Reuters
Investment in renewable energy and efficiency programmes would allow countries to meet emissions targets without nuclear, they say. (read more of the news article)

For such a small company, Nansolar has done a remarkable job of building its brand since its founding in 2002. Much of the credit has to go to CEO Martin Roscheisen for evangelizing the company and its technology with a lot of noise. Time magazine went so far as nominating Nansolar’s technology one of the top 50 best inventions of 2008.  The question has always been:  is there any substance behind the noise?

Read the related NY Times article at:

“Since its founding in 2002, Nanosolar has raised a lot of money – half a billion dollars to date – and made a lot of noise about upending the solar industry..” (read more) – Sept 9, 2009 – NY Times

As every energy utility executive knows only too well, electric power is only appreciated when it isn’t there.  If the lights go out at home it’s irritating. We make do until power is restored and then we don’t give it another thought, until the bill arrives.

Have you ever thought about what would life be like if we lost electric power completely; not just in your street block, but across the country? Just over six years ago we had a frightening glimpse.

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