Tofu – Three things to think about before going global, Verbaccino: Taking cleantech companies global, Talking about purpose won't transform a brand; These 5 skills will
Three things to think about before going global
by Kathrin Bussmann Ph.D. of Verbaccino Inc.
What do successful global brands have in common? At their core, they see foreign markets as an opportunity, and they choose to invest in their global growth. They understand that, in today’s economy, being internationally competitive isn’t just a nice-to-have. Especially in the tech sector, where competitors can arise from anywhere in the world, global readiness has become crucial for long-term viability. [read more]
Founding Tofu member highlight
Verbaccino: Taking cleantech companies global
What we’re reading
Talking about purpose won't transform a brand; These 5 skills will
Establishing a clear, meaningful purpose for your brand is essential for effectively reaching today's climate tech consumers. Not only does a strong sense of purpose help your brand stand out from the crowd, but it also allows you to connect with customers on a deeper, more meaningful level. In order to become a successful climate tech marketing brand leader, then, it is important to develop certain key skills.
We found this article by Laura Quinn over on Sustainable Brands insightful as she breaks down the essential skills brand leaders need in order to deliver value through purpose.
From Pride to voting rights to climate change, modern brand leaders have to be ready to step up and take a strong point of view on the biggest social and environmental issues of our time. And in a world of woke-washing and cancel culture, it’s a skill that can’t be taken lightly.…[read more]
From the archives [paid]
They “litter”-ly became environmentalists
A review of how a climate campaign strategy links psyche and change
When I was first introduced to the “Don’t Mess With Texas” campaign, I was watching TV with my parents and saw the now-famous Stevie Ray Vaughn commercial that signaled Texans to pick up their trash because no one messes with us. [Read More]
From the community
👋 Welcome new Tofus!
Thank you to everyone who’s subscribed, joined the Tofu Slack community, and shared this newsletter with their climate tech marketing friends!
Here’s a snapshot of some of our newest members - head over to #introductions on Slack, where you can say hi and learn more about them.
Katherin Waiter Ong: “I'm Katherine Watier Ong, owner of WO Strategies LLC a boutique organic traffic consultancy focused on enterprise-sized, science focused organizations. I also (at age 16) started a nonprofit called The Rainforest Challenge focused on saving the tropical rainforest, so I've been concerned about the climate for awhile. While I've been working with .gov (Cancer.gov and Fisheries.NOAA.gov) and academic journals (National Academy of Sciences) I'm looking forward to supporting additional organizations focused on climate issues that want to ensure that their science is found in Google, Bing and YouTube! I've been an SEO for 17 years, so happy to answer any and all SEO questions. I look forward to connecting with others!”
💡 Amy shared a report that reflected on lessons learned from the pandemic and event management.
🔋 Kathrin shared that Messe Stuttgart is hosting an in-person conference and trade fair that will be discussing solutions for clean energy with hydrogen and fuel cells.
⚖️ Join Tofu in an exclusive Q&A for paid Tofu members with Drew Smith, Founder of Resonate IP where we will dive into what climate tech companies need to know about what intellectual property (IP) is, when you should start thinking about protecting your IP, trademarks, copyrights and trade secrets, and how to take the first steps.
❓ Topher is working on a decisioning mechanism that would help his firm assess which clients align to their vision of helping regenerative businesses thrive and wanted to know if someone has worked on something like this before.
📚 Kathrin shared on a list of 10 great titles for anyone who’s interested in working towards a greener, more sustainable economy for UNESCO’s World Book Day.
💼 Did you know that Tofu has a vibrant jobs channel featuring new jobs in climate tech marketing every day? Check it out for your next career move.
Want to feature your climate tech marketing job ad here and promote it to more than 200 climate tech marketing experts? Get in touch with Bettina to chat more.
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Thank you to all of you who have subscribed to support this community - it means a lot!
Mel & Bettina