Sustainable Energy and Communities Summit Hosted In Reno October 16th

One of our innovative collaborations, REA250, is proud to volunteer our efforts to facilitate this important renewable energy discussion.  Tickets are $10, $8 for Nevada Museum of Art members.  Seating is limited.  Tickets can be purchased online in advance at the NMA online ticket office.

About
Regional and national business, education, community, and arts leaders converge at the Nevada Museum of Art for a half-day summit charting Northern Nevada’s course toward developing new vibrant communities growing out of the arts, sustainable energy businesses and economies, workforce education and training initiatives, and the environment in the twenty-first century.

Why
As the nation begins to recover from the current economic downturn, the only precedent for which is the Great Depression, Northern Nevada is poised to lead the way to recovery in a New Economy based on clean, sustainable, and renewable energy; strong, effective businesses that create good jobs and foster long term economic prosperity; and rich environments in the arts, education, and the outdoors.

Why the Nevada Museum of Art
As a catalyst for innovation, education, and economic development, the Nevada Museum of Art plays a powerful role in creating a vibrant community fabric by initiating and convening dialogue around important civic issues such as sustainable energy.

Format
Four panels—one each on art, environment, business, and workforce training and education—followed by a keynote address delivered by Chevron Energy Solutions CEO Jim Davis, address how art, business, education, and environment each serve as catalysts for stimulating a new paradigm in Northern Nevada’s culture and economy.

Keynote Address
Jim Davis, CEO of Chevron Energy Solutions (CES), will present a keynote address about the prospects for expanding and sustaining renewable energy programs in Nevada. Chevron Energy Solutions (CES) is one of the world’s leading energy efficiency and renewable energy services companies and the largest developer of solar power solutions for education facilities in North America.

Joan Myers: Western Power
Photographer Joan Myers recognizes that as consumers we often take the source of our power supply for granted, paying little attention to how energy is generated and distributed. In her series of panoramic photographs, Western Power, Myers makes visible a range of power plants—fueled by uranium, oil, gas, coal, water, solar, wind, and geothermal energy—throughout the Western United States. The photographs in this exhibition are a part of the Nevada Museum of Art’s Carol Franc Buck Altered Landscape photography collection.

EXHIBITION DETAILS Joan Myers: Western Power features six platinum palladium photographic prints in the Museum’s Prim Theater Gallery. The exhibition is organized by Ann M. Wolfe, and accompanies the Nevada Museum of Art Sustainable Energy and Communities Summit organized
by Colin M. Robertson on Friday, October 16, 2009. Joan Myers, Solar Troughs, Kramer Junction, 1999/2002, platinum palladium print with watercolor Collection of Nevada Museum of Art, The Altered Landscape, Carol Franc Buck Collection

Panel 1: Art and Architecture

Moderator: Colin Robertson, Curator of Education, Nevada Museum of Art

Objectives: a) to launch the Summit and one of its central ideas—that vibrant communities are created through networks connecting the arts, education, and business; b) to express the ways in which art and architecture, and the modes of artistic practice artists and architects use every day, catalyze cultural and therefore environmental change; c) to address the ways in which art can precipitate dialogue about renewable, sustainable energy
Panelists: Heather Lineberry, Interim Director, Arizona State University Art Museum; Don Clark, AIA, Cathexes Architecture; Christine Fey, City of Reno Arts and Culture Manager; Dr. Howard Rosenberg, Chair, University of Nevada Department of Art

Panel 2: Community and Environment

Moderator: Colin Robertson, Curator of Education, Nevada Museum of Art Objectives: a) to illustrate how the physical environment of
Nevada functions as a kind of catalyst for technological innovation in renewable energy production, making Nevada the environment for building new communities and economies based on clean energy; b) to present the ways in which Reno, specifically, and Nevada, in general, are utilizing the physical environment, institutional and intellectual resources, and organizational and community leaders to effect lasting change in the socio-economic and cultural fabric of the region through sustainable energy evolution; and c) to demonstrate that Nevada’s business and educational environments can foster long-term economic prosperity and the conditions necessary for strong, vibrant communities and environmental sustainability

Panelists: Philip Satre, Chairman of the Board of Directors, NV Energy; Jason Geddes, City of Reno Environmental Services Administrator; Dr. Steve Wells, President, Desert Research Institute; Stacy Crowley, AIA, LEED, Kiley Ranch Communities

Panel 3: Business and Sustainable Energy Business Incubators
Moderator: Jill Derby or Susan Clark Objectives: a) to demonstrate how Nevada is using safe havens, business incubators and accelerators to create the conditions for innovation and competition essential to stimulating new economic drivers in industries cultivating opportunities in renewable and sustainable energy sectors; b) to address the ways in which business and institutions of higher education are working together to precipitate a surge of businesses and future business leaders committed to lasting energy sustainability, independence, and efficiency

Panelists: Dr. Thomas Harris, University of Nevada, Reno; Fred Sibayan, CEO, Vortex IP; Amy Berry, Manager of Corporate Communications, Mariah Power; James Croce, President/CEO, Nevada Institute for Renewable Energy Commercialization

Panel 4: Education and Workforce Training
Moderator: Susan Clark
Objectives: a) to demonstrate that education and workforce training in new technologies is essential to creating the conditions that will yield successful businesses in an economy revolving around renewable and sustainable energy; b) to illustrate that Nevada’s institutions of higher education are ready to begin training and education programs in collaboration with labor organizations to prepare  workforces for new job opportunities in sustainable energyrelated industries, and supporting the successes of businesses in a new energy economic paradigm

Panelists: Dr. Ted Plaggemeyer, Dean of Math, Science, Technology & Engineering, Truckee Meadows Community College; Danny Thompson, Executive Secretary/Treasurer, Nevada State AFL-CIO; Larry Mosley, Director, Nevada Department of Employment, Training and Rehabilitation

The Growth Of Green Marketing

First, I’d like to thank Nevada EcoNet and REA250 for the opportunity to contribute an article to the special section of the Reno News & Review that was published today here in the Reno-Tahoe region.  It’s really an honor to be considered worthy of this opportunity, and I hope my perspectives helped paint a good picture of our community and “green” brand marketing.

And so, here’s the article in it’s entirety:

Today’s consumers are increasingly socially conscious, with a growing concern to know if companies honestly treat employees fairly while doing their part to protect and save the environment. Brand values like social responsibility, benefit to the community, and “being green” are at the top of more shopping lists than ever. Not unsurprisingly, enthusiasts of technology are leading the way.

The recently published Forrester study titled Making The Case For Environmentally And Socially Responsible Consumer Products, a survey of over 5,400 U.S. adults were asked about their purchasing habits between April and May of 2008. Amazingly, 65% of those polled consumers confirmed they were “concerned about the environment or global warming.” This trend is up nearly 23% from a November 2007 study, which found that 53% percent of consumers were concerned about sustainability. In short order, business has been quick to leverage this social trending with products and marketing offers – some more successfully than others.

Today’s “green marketing” offers a unique set of challenges; the least of which is a prevalent lack of standards for identifying what it actually means to be a “green” product or company. In combination with the increase in consumer awareness, marketers are seeing a growing demand for eco-labeling, “green” advertising and the overall importance of reporting on sustainability and renewable energy oriented products and projects. This obviously has created a glut of misguided opportunities to nearly everything to be positioned as being “green”, from a minor packaging change to actual services and products that truly reduce energy and waste.

As so many new and old companies jump on the “do good” bandwagon, factions of green marketing have arisen — cause marketing, cause-related marketing, cause branding, conscious marketing, social good marketing and many other new ways of positioning brands within this growing market sector.

What binds this growing set of terms is simple: establishing your marketing efforts in a way that’s truly responsible. Often this can be misunderstood to mean aligning tactics with a cause, but it is certainly not limited to that description. It may also mean the responsible use of funds, reducing unnecessary print marketing materials, or not deploying a controversial ad that might benefit the company financially. Taking this effort a bit further might be easiest to simply call it “Ethical Marketing”.

This trending presents a unique challenge to green marketers like ourselves as products and messages become much more common, often resulting in great confusion in the marketplace. “Consumers do not really understand a lot about these issues, and there’s a lot of confusion out there,” says Jacquelyn Ottman (founder of J. Ottman Consulting and author of Green Marketing: Opportunity for Innovation.) Advantageous marketers can take advantage of this confusion by intentionally making false or exaggerated claims to being “green” – what we now know as “green washing”.

Mintel Reports completed a recent study noting that approximately 12% of consumers in the U.S. can be identified as “True Greens” – individuals who seek-out and regularly purchase so-called “green products”. With them, 68% can be thought of as “Light Greens” – those who buy green on occasion. “What chief marketing officers are always looking for is touch points with consumers, and this is just a big, big, big touch point that’s not being served,” says Mintel Research Director David Lockwood. “All the corporate executives that we talk to are extremely convinced that being able to make some sort of strong case about the environment is going to work down to their bottom line.

Given the obvious social and economic demand, how can companies honestly take advantage of today’s consciousness toward sustainability, renewable energy and ecology? I believe you have to do three things: Be Genuine, Educate Customers, and Offer Participation.

Being genuine simply means that you are doing what you claim in your green marketing campaign – and ensuring your business policies are consistent with your claim. Both of these elements must be met to establish valid credentials that allow the green campaign to succeed.

Educating customers is not simply letting the public know what you’re doing to protect the environment, but more importantly, letting them know why it matters. If education is not reason oriented for your target market, you’ll encounter a general “so what” response that will dash bottom-line results from the campaign.

Providing your customers with the opportunity to participate enables you to personalize your green initiatives — often by enabling the customer to take part in truly positive environmental action.

The lesson here is obvious and simple: you have to “walk the talk” and actually implement green policies and act in environmentally friendly ways for green marketing to work. If you do, you’ll create a powerful selling point with those who are environmentally and socially conscious and want to act to make the world a better place — a market that’s growing exponentially today.

“Green marketing” isn’t merely a catchphrase; it’s a marketing strategy that can help you get more customers and make more money. As in any marketing effort — the challenge is doing it right the first time.

AMA Survey on Sustainable Practices

At SmartBrand and Project ecoBrand, we’re passionately dedicated to sustainable practices – both internally and for our client’s (and their customer’s) benefit.  For us, this is not a case of just marketing or advertising positioning, but rather a collaborative commitment to helping our clients develop themselves internally with sustainability as a core value – but only if it’s truly a valid core value for them in reality.  Sustainable practices are a not only an essential goal in our daily business routine – but an ongoing strategy to help find new, innovative ways to help ourselves, and our partners, achieve and communicate new levels of sustainability throughout our personal and professional practices.

Below is an interesting survey presented by the American Marketing Association that tallies a few (rather confusing) questions about your level of dedication to sustainability.  Personally, I found the questions difficult to understand, and even misleading.  While I fully acknowledge that no survey could be perfect in scope and neutrality, I wonder what real results they’ll achieve from the questions posed that can have a credible impact on the data sought (other than basic trending). Personally, I found the format difficult to respond to, and the order of answers confusing at best.

However, the survey only takes a few minutes to complete;  and whatever the eventual outcome, I’d invite you to please take a moment and consider taking the online survey.  Thanks for adding your perspective to this increasingly important aspect of all our businesses!

Dear Marketer:

We invite you to participate in a short survey the AMA is conducting in partnership with global communications firm Fleishman-Hillard, Inc. The survey asks about your organization’s use of sustainable practices as part of your marketing and brand communications during unpredictable economic times.

The findings will help us understand the extent to which sustainability programs will be an ongoing part of corporate America’s long-term business and marketing strategy.

In appreciation of your participation, we will provide a summary of the survey findings. Simply note your email address at the end of the survey and a copy of the results will be emailed to you. Also, you will entered in a drawing for a $100 iTunes Gift Card.

The survey takes about ten minutes to complete. Thank you in advance for your participation.

Regards,

American Marketing Association
and Fleishman-Hillard, Inc.

Survey Instructions

Please click here to begin the survey. If you have any issues, please cut and paste this url into your browser.

http://www.globaltestmarket.com/survey/s.phtml?sn=129647〈=E&secid=4c54d4

Northern Nevada’s Newest “Urban Turbine” Celebrated

On Thursday, January 29th, a progressive collaboration of local companies will begin energy production from the first urban wind turbine in downtown Reno, Nevada.

The Renewable Energy Accelerator at 250 Bell (REA250) is a collaborative union of Nevada based companies, founded by Cathexes Architecture, Dynamic Competence, Great Basin Wind, and the Clean Energy Center. New affiliates include Bombard Renewable Energy, Proteros Development, Renewable Nevada, Sierra Club, Education Design Group, Bootleg Courier, The Universe Is Breathing Web Design, the Reno Bike Project, and SmartBrand…with the list expanding every day.

REA250 co-founder and principle of Cathexes, Don Clark, states “we invested downtown because urban infill is the first effective action you can take in sustainable design and living.”

“This allows us to lead by example; we bring our ideas and industries into healthy collaboration,” states project coordinator, Eric Pfaff, of the Clean Energy Center. “It’s been a joy to be able to walk your talk when all of the involved parties are doing so as well.”

“Our success in raising this turbine is the result of forward-looking political leadership on both the state and local levels. Our nation needs more leaders like those we have here in Nevada,” notes Rich Hamilton of Great Basin Wind and co-founder of the REA250.  Great Basin Wind is coordinating with the Clean Energy Center in installing the turbine. “With time, the wind known as the Washoe Zephyr will not only meet much of Nevada’s energy needs, it will be an inexhaustible source of energy for export.  We will be mining megawatts to build the new energy economy.”

Chris Brooks of Bombard Renewable Energy adds, “This project is a perfect example of a successful partnership between NV Energy, Nevada Labor, and forward-thinking local business owners.” Bombard Renewable Energy provided the electrical expertise required for the turbine’s installation and operation.

While other small wind turbines have been installed in the region, REA250’s efforts are unique because of the location – directly in the heart of the urban business district.  One of the group’s efforts is focused on retrofitting urban centers for renewable power generation.

“The raising of our wind turbine is an important step for REA250 to engage the public in planning renewable energy for Nevada. We look forward to more educational and outreach programs associated with renewable energy,” says Susan Clark of Dynamic Competence and co-founder of REA250.

Reno Mayor Bob Cashell will activate the wind turbine on Thursday, January 29th at 2:30pm to officially begin sustainable energy production provided by the wind turbine.  Several other local officials and dignitaries are also scheduled to attend.

The media is invited to meet and interview participants and attendees of the event immediately following the ceremonies.

What’s In A Brand, Anyway?

In researching other companies who are “branding firms”, I’ve run across a wide divide of understanding about the process of branding – and exactly what it is.

In some respects, it’s easier to talk about what branding isn’t, as opposed to what it is:
:: Branding is not logo development (although brand images/logos play an integral role in the brand)
:: Branding is not marketing. Marketing strategies result from branding.
:: Branding is not advertising. Although advertising plays a critical role in marketing.
:: Branding is not public relations – But PR is a truly great tool to build a successful brand if used properly, and consistently.
:: Branding is not about searing trade marks on beasts of the farm (horses/cows/pig/sheep). Ok…I could be wrong about that one.

So what IS branding then? It’s our process of strategically positioning your product or service to result in sales in today’s market.

First, we research the competition your product or service is challenged with in the current marketplace.
Secondly, we strategize the channels and processes to increase product sales
Finally, we recommend new ways for you to compete in the market.

From a strategic perspective, the SmartBrand team meets to determine your unique positioning in the market, researching what different brand element possibilities convey about the company and/or service and product lines.

With that strategic positioning perspective, we’ll determine which brand positioning best differentiates you to create a truly resonating advantage over your competition.

Then we’ll review your brand from communications perspective, to determine which strategic branding messages best connect with, influence, and truly motivate your target customers and/or stakeholders to believe in your brand’s position.

Once those tasks are completed…the fun really begins: implementation through marketing, advertising, public relations and social media campaigns!

Through the combintation of innovative branding strategies along with targeted communications we can be confident that our clients’ offer and image – key building blocks of brand equity – are created to take root as a distinct and valued brand for the target customer.

My apologies for those of you who may take this posting as preaching – but the confusion among advertising agencies who claim to brand companies through logo design simply can’t stand in today’s ever changing, challenging economy.

If you’re like more information about our processes of branding, and how we might serve as your “in house, outsourced marketing and advertising partner” – give us a call or visit our site for more detailed information.

Project ecoBrand Launch

One of the distinct advantages of working in a truly collaborative environment is the ability to focus your attention toward a common goal. Collectively, we put our heads together to ask one simple question – What kind of work or client inspires us?

The answer was immediate – and unanimous. We want to focus new work with eco-based clients that can not only provide a valued resource to prospects, but also give back to, and protect our earth.

But how do you do this well? First… as always… a ton of research was undertaken. If we are going to help our eco-prospects position and market their brand, then we’d better understand the industries they’re engaged in on a daily basis.

We began, as a stroke of luck, at Las Vegas’ newest eco-adventure area: Springs Preserve. And what a start that was. It took several weeks, countless hours of research and learning – but we finally came to the understanding of the industry – its potential growth and suppliers, and felt a deeper affinity with the eco-branding process overall.

And so, launches our effort to reach out to, and partner with eco-friendly suppliers of products. At first, we’ll focus our efforts on getting those suppliers into the eyes and hearts of commercial real estate developers and projects. What better way to show the mass appeal, and the bottom-line cost savings than to help connect these niche suppliers with their much larger target market?

We’ve created an incentive program for anyone who knows of a good prospective client for SmartBrand, but more importantly, a good partner that suits our skill set in developing strong brands, and implementing campaigns that create true word-of-mouth virility.

So after reading this, ask yourself. Who do I know that might need a truly dedicated team of creatives focused on developing innovative brand platforms for eco-based products or services?

And then…call us, or visit our site to tell us more.

The Cooling Man

Christmas has come for me, a few weeks later than expected. Like a 6 year old unwrapping the perfect gift, I purchased my ticket for The Green Man in the Black Rock Desert later this year.

It’s a giddy joy confirming your place on the Playa. The online ticket process this year was amazingly easy – and fast. I got my ticket in about 5 minutes online. Kudos to the BM staff for making this process go so well.

This is just the beginning of the experience. Now comes the fun part…just what will we do with our camp to take part in The Cooling Man, and see what we can do to make this year a carbon neutral celebration of art and culture.

No matter what we finally do… the anticipation of working with the camp, and seeing friends and acquaintences on the Playa is, for me, as good as Christmas can be at any time of year.

Smart ad for a smart car

I love it when a spot really works on a variety of levels. Take the Fourtwo electric car, now being produced by Smartcar of America. According to the website: “Daimler Chrysler’s latest special edition, Smart ForTwo Edition Red, will phase out the existing Fortwo and make way for the new 2008. model the will be here in 2007 as a 2008 model.” It’s about time we start seeing delivery of electric vehicles again.

Their spot scares us into buying a two-seater in an unexpected way. Produced by BBDO in Germany, I think it’s time we Americans lose our love for the gas-guzzling SUV’s I see driving around town. I mean, do you REALLY need that Ford Subdivision to make a quick trip to the grocery store? And while I’m ranting… Can you please, PLEASE put that cell phone down while your turning through the intersection? OK…I’m sounding like an old, crotchety man… but I’m not…really… I’m not.

Here’s the ad…enjoy.

SmartBrand Launches Real Estate Marketing Services

We still believe that we’re in a market correction, not a crash, and that establishing a strong brand during this time is the right timing for when the market begins to expand in the near months ahead.

In our ongoing effort to encourage Realtors to take advantage of the current market correction and timing, we’ve launched a series of email campaigns to promote a “starter set” of packages that are essential to success.

Initially, we’re recommending three marketing strategy kits – each customized to the particular real estate agent’s needs and position in the current market. A PDF can be downloaded from our website by following this link.

In addition to these tiered levels of marketing, we’re working with a team of very talented web designers to create innovative websites for agents that produce real results. And of course, we always customize our work for any particular project – so if you have specific needs such as “getting organized”, or “maximizing my contacts” – we can tailor our services to suit your specific objectives.

For more information on these services and how we can help you measure the results of your marketing and advertising campaigns, contact us through our website.

Let’s get to it.

Daunting, isn’t it? The blank page. A flat canvas. Nothing but white space.

In a world of possibilities, it’s always hard to know where to begin. No matter where you start, it’s at least a start…and from there, who knows what grows.

So what’s the purpose of this blog site, anyway? Blatant promotionalism of our most excellent little company SmartBrand? Well…duh…yes. Of course.

But hopefully more. Much more.

Ahead we’ll find some insighful commentary on the current state-of-the-marketing/advertising community here in northern Nevada and the west coast. A handful of interesting tips and tricks that we’ll leak to unsuspecting world from our bag of knowledge. Perhaps even some interesting photos of cultural phenomena like Burning Man… innovations, trade shows, hot designers like Tony DeVincenzi (yes…he’s related) … or whatever marketing and business related interests we stumble on.

More importantly…we’re going to light a fire or two (not literally…but it is getting cold outside!).

We’ll provide interesting links to passionate sites like www.downtownmakeover.com and whaever else we happen to feel is worthy of your time… and your comment.

So.. what are you hunting for? Pictures of naked kittens? (you know who you are) Political debate on the upcoming elections? (turn off the telly and get involved) Venting on the lack or real professionalism and business creativity in our community? (once again, my inside voice escapes outside) Let it out…and give us a spin on the topic. I’m hoping someone starts a fight that’s worth fighting.

Let’s just do it. (with no apologies to Nike, whatsoever).

Blog on.