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episode 60: Solar lighting: unleashing the brand
Solar lighting as a brand is beset by misperceptions. People still overwhelmingly believe the lights break, the batteries don’t last, the whole category is a cheap, Home Depot novelty.
Winning hearts and minds over to solar may be a big challenge. But the reward for breaking down the misperceptions will be huge.
Justin Taverna, co-founder of First Light Technologies, is determined to make First Light that breakthrough brand.
I’ve known Justin and his First Light co-founder Sean Bourquin a number of years now. I helped them streamline their brand message then, and I’m helping them figure out how to reach more customers now.
Justin and I sat down a short while ago to talk about the evolution of the solar lighting brand, the a-ha moments he’s had, and the brand space he believes First Light can stake in consumers’ minds.
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