Tofu – Creating and Protecting Your Intellectual Property in Climate Tech, Positioning as the foundation for great messages, How to build your marketing tech stack for climate
Tofu – Creating and Protecting Your Intellectual Property in Climate Tech, Positioning as the foundation for great messages, How to build your marketing tech stack for climate
Creating and Protecting Your Intellectual Property in Climate Tech
An exclusive Q&A for paid Tofu members with Drew Smith, Founder of Resonate IP
Join us on June 2, 2022 10 a.m. PT / 1 p.m. ET, online, for an exclusive Q&A session where we 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.
Our guest speaker is IP law expert Drew Smith, founder of Resonate IP. The event is exclusively for paid Tofu subscribers, who will receive a recording of the event, as well as the opportunity to ask follow-up questions during an exclusive Substack thread in the week following the event. Find out how to sign up below.
What we’re reading
Positioning as the foundation for great messages
The products you sell are positioned regardless of whether you purposely position them... simply because all products already have associations in the minds of customers. The question is whether those associations are the ones you want. In Climate Tech Marketing, positioning your brand is crucial to ensuring customer goodwill and relationships are made.
We found this article by Allen Weiss over on Marketing Profs insightful as he breaks down the reasoning behind why your brand should be the first to strategically create a positioning message.
Positioning is strategic
Positioning is not a tactic; it's a strategic process—the goal of which is to create benefit associations in the minds of your prospective customers. The position should tell them why you can provide those benefits better than your competitors—now and in the future…[read more]
From the archives [paid]
How to build your marketing tech stack for climate
Choosing the right marketing tech will make your marketing more impactful
A marketing stack, also known as a marketing technology stack or MarTech stack, is a group of software applications that companies combine to manage and improve their marketing. [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.
Steven Goldman: “I’m currently leading marketing & communications for the Americas at a global energy storage technology supplier (think HUGE batteries), after spending 3 years leading this function in the Asia Pacific region. Outside of work, I’ve been acting in audio drama and am currently writing a climate fiction audio drama series, and just adopted a rescue pup (my first dog in 20+ years), so going for MANY more walks than before. Feel free to connect with me here or on LinkedIn”
Dave Koerner: “I'm David, a marketer at www.75F.io in Minneapolis. I love talking about technology, marketing strategy, and being a dad. I also seriously nerd out on geopolitics and hold out hope on becoming US ambassador to a minor island nation someday (If you have state department contacts in Mauritius, Micronesia, or Timor-Leste, I promise I'll name a beach after you). I'm on Twitter @brandeveryday and on LinkedIn @dckoerner.”
Liz Rubin: “Happy Spring 🌸! I'm Liz, NY-based BCorp called 🌱 Ecodeo. I'm a 20+ year filmmaker, hiker, traveler, love the arts and live music. I would love to meet you all and although new here, find this community exciting! We have room in our docket for a few more clients this spring, if you have a project, new innovation, campaign or needing stronger outreach, marketing or an overview video you need - please reach out -->liz@ecodeo.co or LinkedIn or grab a time here anytime: Calendly 🧚🏻♀️🌻 Slava Ukraini!”
Martin Uttley: “Hi Tofu People, I’m Martin. I grew up in England although I was born in South Africa. I now live in Sacramento California. I’ve worked both in-house and for agencies both here in America and in London, UK. I have an MBA in Sustainable Management from Presidio Graduate School in SF. Where according to the NYT it’s the place you go to change the world. I also teach a Market Failures and Regulatory Environment class at PGS in my spare time. Outside of work I’d rather be in the mountains skiing or teaching my son (2 1/2 yrs old) skiing, hiking or biking around Lake Tahoe. Anyway, lovely to meet you fantastic people and I look forward to being a member of the community, learning and finding solutions. Feel free to reach out on LinkedIn. Thanks 🙏”
#events
💡 Natalie shared that her company is hosting a webinar with expert panelists on how to get a job in climate.
🍃 Amy shared that Evergreen Climate Innovations is hosting a virtual event on how climate tech investors and startups can navigate the regulatory environment in support of climate innovation.
⚖️ 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.
#marketing-strategy
🌊 Taylor and Deanna had an awesome conversation regarding subdomains versus subdirectories for one of Taylor’s pro-bono consulting clients.
#jobs
💼 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.
Thank you to our supporters!
Thank you to all of you who have subscribed to support this community - it means a lot!
With love,
Mel & Bettina