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.
According to USA Today, Propel stations have started selling fuel developed by Solazyme, which can be used in diesel engines. Some 20% of the fuel is oils made from 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.
