A review of opportunities for brand positioning, identity and
communications to contribute to the success of cleantech companies
Political focus on the importance of the sector is
growing globally. The commitment of governments
to invest is high. In the US, President Barack Obama
has included a huge stimulus for this sector in his
economic recovery package, with 5 million ‘green
collar jobs’ promised. In Europe, Prime Minister
Gordon Brown is setting out plans for a ‘low-
carbon recovery.’ Heads of state across Europe are
adding their voices to the call for innovation. The
consensus appears to be building that it is essential
both for the economy and the environment to get
the clean technology boom going.
Clean and green technologies have the potential
to help radically transform our lives. But at this
tipping point, clean technology companies need
to connect and communicate with stakeholders
effectively if they are to succeed. As with the
dotcom boom, enthusiasm and fi nance could easily
trickle away unless investors and customers alike
are convinced of their soundness and ability to last.
The winners will be those that not only have smart
solutions, but can also create compelling brands.
We carried out this review to explore the case for
companies within cleantech using the tools of
brand development to support their growth. We
interviewed a wide range of people involved in
the sector, from investors to advisers, cleantech
companies to government agencies; their views
are refl ected in the quotes included in the review.
All agreed that brand development could play
a signifi cant role in the success of individual
companies, and even of the sector overall.
Chairman, Dragon Rouge, London
Clean technology has been described as
the most signifi cant technology revolution
of the 21st century—the next Industrial
The clean technology sector
The role of brand