How Can You Successfully Market During A Pandemic?

Michael Grossman • April 27, 2020

 

…And What Happens When Everyone Shows Up To The Party Wearing The Same Outfit?

A month ago, I was scrambling to produce an ad for a client before Washington shut down due to the coronavirus. The client knew COVID-19 was going to cause a dramatic downturn in sales (especially on higher-end products)  based on their experience during the 2008 banking meltdown. They asked me what I thought they should do.

The company was in a stable financial position and could afford to play the long game with their brand. So I wrote what I thought was an ingenious script highlighting their long time commitment to their community and their approach to “help” their neighbors through this crisis with a zero down/zero interest offer on everything they sold. The physically imposing CEO with the deep voice was to deliver the script, juxtaposed by a soft piano bed.

We had to cancel the shoot at the last minute as the CEO was called away on a family emergency. There was no one else in the company with his gravitas who could replace him before the shutdown made the logistics too tricky.

It turned out to be one of the luckier breaks of my career.

 

Can somebody please say something original?

It’s as if Siri was listening to the entire ad industry and simultaneously spit out the same answer to the lot of us. Since the beginning of April, if you’re stuck at home, you’ve watched an endless loop of the same two commercials from different brands in every sector of our economy. You probably don’t even need me to write them out for you because you, too, have seen them so often. It’s given me an excellent idea for a sequel to the movie Groundhog Day.

Commercial #1 : Cue piano. Concerned male or female voice letting the audience know that Brand X feels the same pain you do, and how they are here to help you get through these challenging times. Some went further, offering a specific solution to make it easier for you to survive the uncertainty by purchasing their product. Music fades.

Commercial #2 : Cue piano. A concerned male or female voice over sharing our collective gratitude to front-line workers. Stock images or old B-roll of nurses in hospital gowns, grocery store clerks, and package delivery crews, and a soft fade to the brand name and logo as the music fades.

Don’t get me wrong. I’m pleased the marketing and advertising industries have helped America discover how vital health care and service sector workers are to the functioning of our society and how their value isn’t reflected in their paychecks. It just hasn’t been a high-water mark for creativity.

To be fair, though, creative directors at agencies across the country shouldn’t be forced to commit hara-kiri because there are only so many ways to make lemonade out of this particular lemon. There’s no easily recognizable enemy to rally against or to parody; no one is ready to laugh about this tragedy, and there is no readily identifiable solution.

 

Should Your Brand Communicate Now?

Assuming you don’t own a bar, a gym, or a sports franchise, you’re brand is operating at some diminished level while trying to keep the doors open. And whether your brand is a B2B or B2C, the following questions have inevitably come up.

  • Should we approach communications as business as usual, or do we need to change our focus?
  • If we do say something, what can we say?
  • Is this a good time to stand out, or is it best to repeat the same thing everyone else is saying and live to fight another day?

First, if you own a shipping/delivery company, Zoom, Clorox, or manufacture toilet paper, feel free to beat your chest. As Mel Brooks once observed, “It’s good to be the king.”

If you aren’t in those industries or manufacturing those products, the keys are relevancy and normalcy. 

People understand a business has to make a profit. Insurance companies sell insurance. Car companies sell cars. Solar companies sell rooftop panels. Your brand isn’t going to be damaged by the sheer act of offering a product on the market.

Speak to your audience when you have something to say impacting THEIR lives, not your bottom line. People are in survival mode right now. They don’t care about your new technology unless it puts a protective bubble around their families. I’m not the first person to observe timing is everything, but it most definitely applies here. Unless your new product is related to solving COVID-19, downplay the features and benefits. They’re mostly irrelevant to your audience anyway.

 

How Can Brands Take Advantage Of The Coronavirus Quarantine?

Opportunities for engagement abound. Web traffic is up across the board; social media use is through the roof; email open rates have increased. In short, people are hungry for content. It may be because they’re bored, but we rarely are allowed to choose our opportunities. We only get to decide whether to take advantage of them or not.

It’s a given that almost every company besides Charmin is selling less of their product. In the case of my clients, I see a surge in web traffic, just not commitments at the end of the sales funnel. What it tells me is people still want to buy–just not today. In the short term, both consumer and business expenditures are down. Sales funnels are longer and require more (virtual) touches through different channels to feed the increased appetite for content.

So while business is down, it gives you the perfect opportunity to build long-term brand equity by placing yourself in front of your audience and aligning with their values.

For example, the day Washington shut down, the client who wasn’t able to shoot a commercial WAS in their customer’s email inboxes, letting them know about the precautions this high-touch company would be taking to protect their clients during the pandemic. Since then, we’ve published a free e-book and have sent out a series of weekly emails sharing best practices and tips for people who are stuck at home and want to be productive.

Yes, we pushed the zero down/zero interest promotion, but we tied it to the length of the stay-at-home order as a way to show the community we’d be there for them until the crisis was over.

 

What Should Brands Say?

If you want to say something meaningful to your audience, let them know you are taking care of your employees. Twenty-six million Americans have filed for unemployment in the last two months, and an equal number are worried they might lose their jobs as well. The results from a national survey released last week showed the substantial increases in brand favorability across all demographics for those companies helping their employees manage the crisis, whether through paying for sick leave, offering flexible hours so parents can take care of kids at home, extending health benefits, and promising to rehire employees when the crisis is over were the most likely to generate brand favorability among consumers across all demographics.

If your brand is doing something to help during the crisis, highlight your people as they are an extension of your brand. The pandemic might be global, but its impacts are local. From children who rely on school lunches and can’t get them to the lines outside of food banks, there isn’t a community left untouched. If your employees or families are doing something special or inspirational, showcase them as part of the culture you’ve built. Everyone loves a feel-good story, especially now.

Use social media platforms to highlight critical needs and invite your audience to join you. One of the most frustrating parts of social distancing is no one knows what (if anything) they can do to help. If you have a way for your audience to make a positive impact during this crisis, you’ve given them the ability to be the hero in this story, and it will help reinforce brand loyalty down the road.

In an era of massive income inequality, it’s never a bad idea to let the public know the highest-paid employees are cutting their pay in order to keep other employees working or donating the money to charity.

Avoid the temptation to over-capitalize on this crisis. Predators, opportunists, and price gougers will be the long-term losers. We’re already seeing well-to-do brands getting wire brushed for taking Paycheck Protection funds from the federal government. Eventually, one of them is going to become synonymous with this parasitic behavior–and it will cost them dearly.

Finally, your brand should be a pillar of strength and longevity. If you can’t help them now, you’ll still be there for them when we no longer have to greet each other by bumping elbows.

And please, whatever you do, come up with a better tagline than “We Got This.”

 

Panel discussion at the 2026 American Clean Power Conference

What I Learned At American Clean Power

By Michael Grossman • April 6, 2026
Why clean energy projects fail permitting in 2026—and what developers must change: early outreach, local messengers, and digital campaigns that define the fight before opposition does.
Rural communities are pushing back against clean energy projects.

As Goes Denmark...

By Michael Grossman • March 30, 2026
Denmark leads on climate—but even there, utility-scale solar is facing backlash. The community fault lines around clean energy projects worldwide can be overcome.

The Most Common Messaging Mistake Clean Energy Developers Make

By Michael Grossman • March 26, 2026
Clean energy developers do not lose projects because their technology fails. They lose projects because they misunderstand how decisions get made in the communities where those projects are proposed. If you spend enough time around project development, you start to see the same pattern. A site pencils. The resource is there. Interconnection works. Capital is lined up. Then the project enters the public process and something shifts. Opposition forms. Local officials hesitate. The project stalls or disappears. That outcome is not rare. Roughly one out of every three large clean energy projects in the United States never reaches construction . At the same time, the environment around these projects is getting harder. Research from the Sabin Center for Climate Change Law at Columbia University tracks hundreds of renewable energy projects across dozens of states facing organized opposition, along with a growing number of local laws restricting development. Across the country, local resistance is no longer episodic. It is structural. Most developers respond by trying to improve how they explain their projects. That is not where the problem sits. The most common messaging mistake clean energy developers make is this: They treat communication as explanation when it is actually coalition building. The Illusion Of Stakeholder Engagement Developers often approach communication by identifying “stakeholders” and building a plan to engage them. The list is familiar. Elected officials, regulators, adjacent landowners, business groups. Those people matter, but they are not the community. Communities are not organized through formal roles. They are organized through trust . Influence sits with people who do not appear on stakeholder maps. A pastor, a co-op manager, a respected farmer, a small business owner. These are the people others listen to when they are deciding what a project means. When engagement is limited to formal stakeholders, developers miss the informal networks where opinions actually form. That gap is where opposition gains ground. Developers Try To Be The Messenger Even when developers engage early, they often assume they should be the ones delivering the message. They have the data. They understand the project. They can explain the benefits. That logic makes sense internally. It is less effective externally. People trust those who share their lived experience . A developer entering from outside the community is asking for trust before it exists. A local voice does not need to make that same ask. This is not a communications nuance. It is the difference between being heard and being discounted. Projects that move forward tend to have credible local voices who can explain the project in terms that make sense to their neighbors. Projects that fail often rely on the developer to carry that burden alone. What is actually at stake These dynamics are easy to underestimate because they are not reflected in financial models. A utility-scale wind or solar project in the 50 to 100 megawatt range typically requires $75 million to $200 million in upfront capital, depending on technology, location, and interconnection costs. Over a 20 to 30 year lifespan, those projects can generate hundreds of millions of dollars in contracted revenue, particularly when backed by long-term power purchase agreements. When a project fails at the permitting stage, that capital is not redeployed cleanly. Time is lost. Development costs are written off. Market windows close. This is not a marginal issue. It is a core risk to the business model. The New Pressure: Data Centers The stakes are rising because demand is rising. The rapid growth of artificial intelligence and cloud computing is driving a surge in data center development across the United States. These facilities require enormous and continuous electricity loads. Recent analysis from Pew Research Center notes that data center electricity consumption in the U.S. is expected to increase significantly as AI adoption expands, placing new pressure on regional grids. At the same time, research from Columbia Business School highlights a growing race to secure power for these facilities, with developers competing for access to clean and reliable electricity. Additional analysis from Environmental and Energy Study Institute warns that data center demand is already reshaping grid planning and could complicate climate goals if new supply does not come online fast enough. This creates a collision. On one side, data center developers need large volumes of electricity, increasingly from low-carbon sources. On the other, local opposition is making it harder to build the very projects required to meet that demand. The result is a tightening constraint on both infrastructure and timelines. Coalition Building As A Development Function In this environment, coalition building is not a communications add-on. It is a core development function. Projects that succeed tend to follow a different sequence. They identify credible local voices early. They invest time in understanding how the project intersects with local concerns. They allow the community to shape how the project is discussed rather than introducing a fully formed narrative late in the process. This work often happens before a project is publicly announced. It rarely appears in investor updates. It is difficult to quantify. It is also one of the clearest predictors of whether a project moves forward. A Different Way To Think About Messaging If you treat messaging as explanation, your goal is clarity. You want people to understand what the project is and why it matters. If you treat messaging as coalition building, your goal is different. You are working to ensure that when the project becomes public, there are already trusted voices within the community who understand it, can speak to it, and see a place for it. That shift changes everything. It changes who speaks. It changes when conversations begin. It changes how opposition is received. The Broader Implication The clean energy transition is often framed as a technological and financial challenge. Those elements matter. Progress on both has been significant. At the same time, the growing number of local restrictions, the scale of organized opposition, and the surge in electricity demand from data centers point to a different constraint. The limiting factor is not always whether a project can be built. It is whether a community is prepared to accept it. Developers who recognize that early and build coalitions accordingly get projects built. Developers who do not often find themselves trying to explain a project after the decision has already been made.

AI Produces Familiar Marketing. Cleantech Needs Something New.

By Michael Grossman • March 23, 2026
AI produces familiar marketing based on what’s already worked. Cleantech companies need messaging that drives adoption, not repetition.
By the time a clean energy project has a public hearing, opinions have hardened.

Why One-Third of Clean Energy Projects Fail Before Construction

By Michael Grossman • March 18, 2026
Learn why many clean energy projects fail before construction. Local opposition, permitting risk, and public narrative shape outcomes more than technology.

Why Clean Energy Projects Are Losing Rural America — and How Developers Can Change the Story

By Michael Grossman • March 13, 2026
The Quiet Crisis in Clean Energy Development The United States is experiencing a permitting crisis for renewable energy projects. Between 2018 and 2023, roughly 30% of utility-scale wind and solar projects were canceled during the siting process, often because of local opposition or zoning restrictions. At the same time, opposition is spreading rapidly across the country. Researchers tracking renewable project conflicts have documented: • 498 contested renewable projects across 49 states • 459 counties and municipalities with severe restrictions on renewable development In other words, the challenge facing clean energy deployment is not primarily technological. It is political and social. When a Wind Project Dies Last week, a county commission in Washington State placed a moratorium on new wind energy development. That decision effectively halted the Harvest Hills Wind Project, a project proposed by Vestas, one of the most experienced wind companies in the world. The turbines themselves were not controversial from an engineering standpoint. Wind power is now one of the most mature energy technologies in the global power system. Yet the project still collapsed. The reason lies in the way public opinion forms around infrastructure projects. The New Reality of Local Politics Developers now operate in a communications environment where information spreads instantly and credibility is fragmented. Anyone with a social media account can claim expertise. Algorithms amplify outrage. And misinformation circulates faster than technical explanations. Even claims that wind turbines cause cancer — a theory repeatedly debunked by medical researchers — continue to appear in local debates. Once that narrative spreads within a community, the formal permitting process often becomes the stage for a conflict that has already been decided informally. Why the Old Engagement Model Fails The traditional developer playbook looks transparent on paper: 1. Announce the project 2. Launch a website with a project overview and FAQ 3. Invite residents to public meetings But when residents encounter the project for the first time through zoning notices or political social media posts, the project feels imposed rather than understood. By the time formal stakeholder engagement begins, the conversation often starts from mistrust. Farmers Understand the Problem Most wind and solar projects are located in rural areas. Farmers in those communities know something developers sometimes overlook: You prepare the soil before planting the seed. A farmer who plants before the soil is ready wastes the crop. Community engagement works the same way. If developers wait until a project is announced to begin outreach, the ground is already hardened. Grassroots Outreach Is Cheap Insurance Large energy projects often cost hundreds of millions of dollars, yet communications budgets for those projects are frequently minimal. True grassroots outreach typically costs less than one percent of project value, yet it can determine whether the project survives local politics. That outreach must reach residents where they already gather online: • Pre-roll ads on YouTube • Facebook and Instagram • Twitter/X (yes, even Twitter, because it's still a home for political junkies) • Streaming audio like Spotify and Pandora These platforms allow developers to communicate long before the permitting process begins. Projects Are About People Most renewable project websites emphasize infrastructure. Turbine height. Generation capacity. Interconnection details. Tax base. Those facts matter, but they rarely build trust. Communities want to know something simpler: How does this benefit me? Who in our community supports this? In rural areas, credibility travels through relationships. Residents trust farmers, business owners, and local leaders far more than corporate statements. A project website dominated by technical diagrams tells one story. A project website featuring community voices tells another. A Model That Worked Washington State’s Clean Fuel Standard faced intense opposition from the oil industry, but the policy ultimately passed because our team built a broad coalition before the final legislative fight began. That coalition included communities environmental campaigns often overlook: timber workers, minority businesses, and farmers, who were often the target of oil industry hysterics about gas prices. We spent months educating those communities before asking them to take action. When the opposition campaign intensified, the coalition already existed. The Future of Project Development Clean energy developers have historically thought of themselves as engineering organizations. In today’s political environment, they must also think like community organizers. That means: • Beginning outreach before project announcements • Engaging entire communities, not just formal stakeholders • Communicating through digital channels where residents already gather • Elevating trusted local voices The energy transition depends on infrastructure. But infrastructure ultimately depends on trust.
Cleantech websites shouldn't require a map to find the treasure.

Is Your Website A Virtual Scavenger Hunt?

By Michael Grossman • March 12, 2026
If visitors can’t tell who your cleantech solution is for within seconds, they leave. Learn how clearer messaging turns your website into a recognition tool.
If you want your content to be king, consistency in posting is queen.

Why Cleantech Founders Need a Content Plan — Not Random Posts

By Michael Grossman • March 3, 2026
Most cleantech startups treat content like an afterthought. Here’s why a strategic LinkedIn and email content plan builds credibility with investors and partners.

Branding Is More Than A Logo or Tagline

By Michael Grossman • February 25, 2026
A brand is not your logo. It’s not your color palette. It’s not your typography. It’s not your tagline. A brand is your voice and your story. The most beautifully designed logo in the world is irrelevant if there isn’t a narrative beneath it—one that carries meaning across platforms, resonates with a specific audience, and communicates why your company exists. In cleantech, this distinction matters more than founders often realize. Because when your product is complex, technical, and capital-intensive, your brand becomes the bridge between your science and your market. A Logo Without Meaning Is Just a Shape Many early-stage companies invest in visual identity before investing in narrative clarity, as if you aren’t a real company until you have a logo, debating colors, symbols, and typography without answering the fundamental questions: • Who do we serve? • What problem do we solve? • Why does it matter now? • Why are we uniquely positioned to win? Creating a logo without answering the above questions first reminds me of the famous line from Alice in Wonderland: “If you don’t know where you’re going, any road will take you there.” Research supports this distinction. According to the Nielsen Norman Group – Brand Credibility and User Perception , users form judgments about credibility based on the clarity of the message and its relevance—not purely on visual design. Visual polish without substance may attract attention, but it does not sustain trust. In other words, aesthetics are secondary to meaning. A logo is a symbol. Symbols only matter when they represent something meaningful. Nike: A Logo That Carries a Story Consider Nike. The swoosh is one of the most recognizable logos in the world. It is minimal. Clean. Uncomplicated. But the swoosh alone does not create emotional impact. Nike has spent decades pairing that logo with a consistent narrative: you can be the best version of yourself. The logo tells athletes—and non-athletes alike—that they can fly. Nike does not lead with rubber compounds or stitching technology. They lead with aspiration. Their campaigns reinforce belief. The logo has remained stable, but the company has invested billions in associating it with performance, resilience, identity, and ambition. Brand equity research confirms why this works. According to McKinsey & Company – The Value of Getting Brand Building Right , companies that consistently reinforce a clear, emotionally resonant brand story outperform peers in long-term growth and pricing power. The swoosh works because the story works. Cleantech Is Technical—But It’s Also Aspirational Cleantech founders sometimes resist branding comparisons to consumer companies. “We’re not selling shoes.” “We’re selling grid storage.” “We’re building carbon capture systems.” That’s true. But you are still selling transformation. You are selling: • Energy resilience • Regulatory compliance • Cost stability • Operational continuity • Emissions reduction • Long-term viability These outcomes are aspirational. Cleantech may be technical, but the impact it delivers is planet-altering. That emotional weight is powerful—if you communicate it clearly. Research from Edelman Trust Barometer 2024 shows that trust in companies is driven heavily by clarity of purpose and perceived long-term commitment—not product features alone. Your brand must communicate belief, not just capability. Generic Taglines Signal Generic Positioning Now consider the tagline problem. Cleantech websites are full of statements like: • “Powering a Sustainable Future.” • “Driving the Transition to Net Zero.” • “Innovating for a Greener Tomorrow.” Each one sounds polished. Mission-driven. Serious. Each one is also interchangeable. If five companies can use the same tagline without modification, it is not a strategic differentiator. It is a category filler. Strong brands communicate specificity. According to Harvard Business Review – Competing on Customer Experience , companies that articulate clearly how they solve a defined customer problem outperform those relying on vague mission-driven messaging. A tagline should drive the audience to an obvious conclusion: This company is one of one. If your tagline does not signal: • Who you serve • What you solve • Why it matters • Why you are uniquely positioned Then it is not strengthening your brand. It is simply occupying space. Branding Is Strategic Positioning Branding is not decoration. It is positioning. Positioning answers: • Who this is for • Who this is NOT for • What problem do you solve? • Why can't competitors replicate you? • What belief anchors your work? Without that clarity, your brand defaults to comparison. And comparison often defaults to price. Research from Boston Consulting Group – The Power of Brand in B2B confirms that even in technical B2B industries, strong brands command pricing premiums and reduce perceived risk. Cleantech is no exception. If your brand doesn’t signal differentiation, the market will evaluate you on cost. That is a race you do not want to run. Voice Is the Core of Brand Consistency If branding is more than a logo, what defines it? Voice! Voice shows up in: • Website copy • Investor decks • Sales sheets • LinkedIn posts • White papers • Conference presentations If your voice changes across platforms, your brand fractures. If your executive team describes the company differently from your sales team, your brand weakens. Branding is a narrative discipline. Nike’s swoosh works because the story is reinforced everywhere. Your cleantech company does not need a billion-dollar ad budget. But it does need message consistency across platforms. Consistency builds familiarity. Familiarity builds trust. Trust accelerates decisions. Your Brand Should Make the Audience the Hero One of the most common branding mistakes in cleantech is positioning the company as the hero. “We are saving the planet.” “We are transforming energy.” “We are redefining sustainability.” That sounds ambitious. But it centers the company, not the audience. A stronger brand narrative positions the customer as the hero and your company as the guide. Instead of: “We power a sustainable future.” Consider: “We help industrial operators reduce compliance risk without sacrificing uptime.” Now the buyer sees themselves. Branding must create recognition before admiration. If Your Logo Disappeared Tomorrow, Would Your Story Survive? A useful test: If your logo disappeared tomorrow, would your audience still understand who you serve and why you matter? If the answer is no, your branding is surface-level. A strong brand survives without a visual identity because the story carries it. Nike’s swoosh matters because of decades of narrative reinforcement. Your cleantech brand must stand on narrative clarity first—and design second. Final Thoughts Branding is more than a logo. It is more than a tagline. It is the story that undergirds your visual identity and carries it across every platform. A logo is a symbol. A tagline is a signal. But your brand is the belief that ties them together. Cleantech solves technical problems with planetary implications. That is not small work. Your brand should reflect that scale—not through vague mission language, but through clear positioning and meaningful narrative. The strongest brands do not win because they are the prettiest. They win because they mean something. If your tagline could belong to anyone, it belongs to no one. And if your logo does not represent a defined belief shared with your audience, it is just a shape. Build the story first. Then let the symbol carry it.
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