on Monday January 21, 2019

Challenges and Solutions for Cleantech and Positive Impact Companies

At Orange Bird, we want to pave the way for CleanTech solutions and the companies which enable the transition to carbon-free economy. This way we hope to contribute to preserving the planet as the habitat for Homo Sapiens and other species. We realise that such companies face many difficulties just like any other business, however, they also meet their own unique challenges. In this blog post, we will explore the most common challenges and possible solutions.

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on Saturday December 29, 2018

The Need for New Marketing

As a marketer I live in a new era when I feel the obligation not just to work so that we prove that marketing is moral but to stimulate consumers to consume less and to consume wisely.

By “marketing is moral” I mean the understanding of marketing as it was conceived by Philip Kotler and the like, i.e. the process of researching a market, defining its needs and organizing production processes to satisfy those needs at a profit. Versus a stereotyped understanding of marketing and advertising as ways to cheat people into buying what they might not really need.

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on Monday December 10, 2018

Analyst Relations can be Most Helpful for Winning Enterprise Customers
It is all about value, that is why it works not only for big corporates Who is this marketing channel for?

As Wikipedia has it, “analyst relations is a corporate strategy and a marketing activity in which corporations communicate with ITC industry analysts … who work for independent research and consulting firms”. We have nothing against this definition except for one thing – you do not need to be a billion dollar corporation to forge successful relations with analysts, be it the 1st tier research firms such as Gartner and Forrester or over a thousand of 2nd and 3rd tier consulting agencies. We have successfully done analyst relations for both big corporates and smaller guys. For example, in 2017 we helped Targetprocess, a young company with 103 employees, to get into Gartner’s Magic Quadrant, which proves that this channel is not only for big corporates.

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