Advanced identity: NBB rolls out support to strengthen biodiesel's position as an advanced biofuel

By | September 01, 2010
Biodiesel is an advanced biofuel. It is next generation fuel. It is the fuel of the future, here now. But as National Biodiesel Board CEO Joe Jobe points out, others threaten to define biodiesel.

"The key is securing biodiesel's image as next generation and claiming our identity as an advanced biofuel," Jobe said. "As champions of the biodiesel industry, all of us need to repeat this message everywhere we go 40 times per day."

From a national view, NBB is working with industry leaders to provide tools and materials to help them enact this message in their own communications and strengthen biodiesel's position as an advanced biofuel.

As part of this effort NBB:

developed print and online ads that capture the advanced biofuel message

created a new PowerPoint template

built a revised "Biodiesel 101" presentation to make it easy for members and stakeholders to talk about biodiesel with others

hosted webinars to coach industry leaders to be effective advocates

Another major change is the launch of an updated two-color biodiesel logo that swaps green for black. The green emphasizes biodiesel's role as a renewable fuel and responds to focus group criticism that using black for the word "diesel" triggered an association with what one participant called "dirty petroleum."

These are just a part of the ongoing effort to secure biodiesel's identity as an advanced biofuel. More information and these materials are available from NBB or on the Members Only website.

The effort will be most effective if biodiesel stakeholders work together to support this message. "Instead of being defined by others, we must define our self. It is critical we brand ourselves as America's first and currently only advanced biofuel," Jobe added.
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