Solar energy is on the rise…
“Enough solar energy f ll on th surface of th earth i 40
“E hl falls the f f the th in
minutes to meet the world’s energy needs for a year…”
Whether or not Al Gore’s statement (NYT, July 17 2008) is factual,
it fl
i reflects the phenomenal potential of solar power. Long derided
hh l il f l L d id d
as uneconomic, it is gaining ground as technologies improve and
the cost of traditional energy sources rises. And the Obama
government aims to double US renewable energy generation
capacity within three years.
|

The Role of the Brand
Is the industry ready?
Still in its infancy, the solar industry is displaying all the characteristics of the
internet bubble: it is full of promise but there is still much to prove. There is a
multitude of solar companies, from installers and distributors to equipment
p qp
manufacturers and solar cell companies, all looking and sounding the same.
Who does what? How are they different? Who will be the survivors?
Positioning the CPV Leader | April 2009 | 2

The Role of the Brand
The promise of CPV
There are three technologies competing for cost leadership.
They are thin-film photovoltaics, concentrating solar thermal power (CSP), and concentrating
photovoltaics (CPV). CPV uses high concentration lenses or mirrors to focus sunlight onto
miniature solar cells, which means greater efficiency and lower cost. The technology has the
potential to realize the promise of solar - clean, low-cost, renewable energy.
Positioning the CPV Leader | April 2009 | 3

The Role of the Brand
How do customers choose?
While CPV has the potential to emerge as a dominant technology in terms of efficiency and cost, its
long-term performance has yet to be proven. The CPV Consortium, an industry organization that is
dedicated to building the awareness and credibility of CPV as a mainstream energy source, thereby
attempting to raise all boats.
But, overall, message is generic from company to company: “to enable solar energy generation at a
Levelized Cost of Energy (LCOE) competitive with traditional fossil fuel sources”.
There is little, if any, real differentiation. How do customers choose?
, y,
Positioning the CPV Leader | April 2009 | 4

The Role of the Brand
The opportunity
All industries mature and consolidate.
As they do, a clear brand leader invariably emerges to dominate the category – Cisco in networks,
Adobe in digital content, Oracle in business software, EMC in enterprise storage. Ultimately,
customers and prospects equate or strongly associate the category with the brand leader, such is
the power of a brand.
The opportunity for you is clear: to “own” the CPV category by building a clear, differentiated brand
to drive growth and become synonymous with the category itself.
• Differentiate the brand
• Scale the business
• Own the category
Positioning the CPV Leader | April 2009 | 5

The Role of the Brand
The benefits of a strong brand
Strong brands build businesses. They build a stronger, more resilient
They establish credibility with investors with values-based corporate culture;
a clear line of sight to the future; They optimize PR initiatives and
They align management around vision and expenditure by building the brand as well
objectives; as awareness of the category and
They drive growth with brand-integrated technology;
marketing and sales; They attract the brightest and the best
recruits;
;
They maximize the impact and efficiency
of advertising and promotions through
compound, unified exposure;
Standardized formats of printed
materials create cost efficiencies,
efficiencies
and savings
Positioning the CPV Leader | April 2009 | 6

The Role of the Brand
Which peak can you own?
“Nanomanufacturing technology”
“Thin Film leadership”
utility-scale solar th
tilit l l thermal
l
“Proven solar performance”
“Solar for the home”
power
“World’s largest solar cell manufacturer”
“The economics of printing”
It’s not just about awareness, it’s about awareness for something
specific and compelling
Positioning the CPV Leader | April 2009 | 7

RIECHESBAIRD
ABOUT
Positioning the CPV Leader | April 2009 | 8

About RiechesBaird
B2B brand specialists
RIECHESBAIRD is one of the leading
B2B branding agencies in North
America. We specialize in helping
p pg
companies understand, define and
leverage their corporate brands to
unlock value and achieve business
results with a unique blend of brand
strategy and execution. We combine
each of our core disciplines – business
strategy, brand development and
integrated marketing – into one
powerful, seamless model.
Positioning the CPV Leader | April 2009 | 9

About RiechesBaird
Energy Industry Focus
We know the energy industry. RiechesBaird and its Principals have worked
with more than 20 energy companies across the industry spectrum - from
the nation’s largest integrated utilities such as PG&E, Entergy and
Progress Energy to pure-play category leaders, such as Sharp Solar in
solar electricity, EQT in natural gas exploration and production and
Enexus, North America’s first pure-play nuclear energy company. Why is
this kind of expertise important? As one CEO said:
“In this industry you can’t learn our business on our nickel.”
Positioning the CPV Leader | April 2009 | 10

About RiechesBaird
Brand, Marketing Strategy Brand Strategy, Marketing Restructuring: Naming, Identity Restructuring, Brand Strategy
Brand Management Brand Strategy, Identity. Repositioning: Naming, Identity Merger: Identity
Repositioning, Brand Architecture Positioning: Naming, Marketing Brand Strategy Merger Strategy: Brandi Strategy
Positioning the CPV Leader | April 2009 | 11

About RiechesBaird
As part of the Marketing & Advertising Global
Network (MAGNET), we have the ability to scale
Our global reach globally with partner agencies as the needs of
our clients require.
Europe
Asia
North America
South America
Positioning the CPV Leader | April 2009 | 12

About RiechesBaird
Alan Brew ENERGY PRACTICE LEADER
Alan has had more than 20 years of international experience in the branding industry. He has held senior
executive positions with Landor Associates in Europe and the United States, Siegel & Gale in Los Angeles
and Enterprise IG in New York. Alan was co-founder of Addison, the design and communications company,
where he lead the firm’s brand strategy capability in San Francisco.
firm s Francisco
During the course of his career he has specialized in the energy industry and is a noted authority on the
subject of energy branding and deregulation. He has worked with more than 15 energy companies and
utilities, including Chevron, ConocoPhillips, PG&E, Progress Energy, Sempra Energy, AGL Resources,
Entergy, Edison International, Alliant Energy, AES Corp and Northwest Natural.
Prior to joining RiechesBaird, Alan was Managing Director of Siegel & Gale in Los Angeles where he worked
with such clients as Adobe, Yahoo! and Intelsat.
Before entering brand consultancy he was a journalist with the Financial Times of London, from where he
was recruited by Landor Associates of the US to run their European headquarters as their first Managing
Director Europe At RiechesBaird Alan is practice leader for the energy sector and director of the firm’s
Europe. RiechesBaird, firm s
brand strategy group working with clients such as Entergy, Textron and American Airlines.
Positioning the CPV Leader | April 2009 | 13

About RiechesBaird
Why RiechesBaird
Focus Brand driven business performance in
the B2B space
Approach Leveraging intangible assets for
tangible results
Process Proven strategic process for
accelerating growth and maximizing
valuation
Expertise Industry specific business strategy,
brand development & integrated
marketing experience
Results Accelerated growth, increased profits,
maximized valuation, better multiples
Positioning the CPV Leader | April 2009 | 14

CREATING BRANDS, BUILDING PREFERENCE
contact RIECHESBAIRD
Alan Brew
alan@riechesbaird.com
1 Wrigley
Irvine, CA 92618
949 586 1200
www.riechesbaird.com
Positioning the CPV Leader | April 2009 | 15