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.
Posts Tagged ‘energy policy’
Ever since Barack Obama was inaugurated as president, the air in Washington has been thick with expectation for a coherent energy policy. When Obama announced early in his administration that energy was one of three critical priorities—along with health care and education— hopes were high that this country was on a leadership path in the global effort to reduce greenhouse gasses. We are still waiting and chances are not good that we will soon any significant breakthroughs any time soon.