One of the exciting things about working in brand communications is the work we do to help launch new companies, and sometimes new products or product categories.
A new product is one that needs more than persuasive messaging. With a new product the brand must quickly answer: What is it? How do I use it? And why should I care?
Take Propel, the budding west coast service station inside a service station that provides gasoline made from ethanol, and as of this week, algae.
“Propel is committed to providing our customers with access to the highest-quality, most sustainable, domestically produced fuels, so we’re proud to introduce the next generation of fuels to the retail market,” says Matt Horton, CEO of Propel Fuels.