I was glad to hear that solar made it into Obama’s speech earlier this week, but solar is finding itself lumped in with some strange bedfellows, nuclear and now even natural gas. How did that happen? Sometimes the story of a product or technology is all in the marketing. The success or failure of a product may depend less on the ultimate merits or utility of a product but more on the consumer’s perceptions of that product. In other words, it depends on what consumers think they see, not what they actually see. To get solar into the mainstream, then, we need to come up with a new branding effort. “New and improved solar” is not going to get us very far, but we need you to weigh in helping the solar industry to adopt a new nomenclature that will attract the masses. Think cheap solar, or eco-solar, or simply superb solar. The one that I like the best is sexy solar as in I just put some sexy solar panels on my roof this week.
Archive for January, 2011
Solar Champion Felled by Would-Be Assassin. Like many others, I was riveted by the news over the weekend that Congresswoman Gabrielle Giffords had been shot at close range at a meeting with her constituents. My initial reaction was that this was news you would expect to come from Kabul, not Tucson. But as the news came in, it became clear that the senseless violence commonplace in war zones had invaded the quiet streets of one shopping center in Arizona and almost claimed the life of solar champion Gabrielle Giffords.