[Reprinted from https://www.linkedin.com/feed/update/urn:li:share:7482826153607757824/ by permission of the author.]

News summary: Canadian #SAF producer #SUSTAERO announced a major licensing agreement, partnering with industry heavyweights Sasol and Topsoe.

Others are better placed to comment on the technical merits of this relationship. I'll instead look at two key components of the announcement that stand out for all the right reasons from a brand and marketing standpoint.

First, SUSTAERO did exactly what far too few SAF producers do (and which I've hammered on in this column): they took their leading, differentiated technology and branded it. Not only that, but the brand, "SOAR," for "Syngas Optimization for Aviation Renewables," is memorable, industry-relevant, and gives the reader some insight into what the technology actually does.

But being memorable and descriptive is only the beginning, not the end, of the value being created. Brands that differentiate avoid commoditization. Brands that differentiate therefore capture greater than commodity value. An investment in brand today is an expansion of margin tomorrow. SUSTAERO understands this and is building it into their long-term strategy right out of the gate, rather than the all-too-common "well, we'll figure out our brand later, once we're at commercial scale" approach.

Second, SUSTAERO is showing a refreshing degree of confidence without the bombast that has been a calling card in this space. As CEO Keith Gillard said, "Our SOAR architecture is augmented and de-risked by integrating [Sasol's and Topsoe's] G2L technologies." That's worth reading again.

The power dynamic has traditionally featured the smaller players positioning themselves as the support to the industry-leading giants. Where that generally leads: the split of the economic pie reflecting disproportionate value accruing to the giant, despite the critical input from the smaller player. SUSTAERO stands that on its head: they're the primary value creator here, with the industry giants Topsoe and Sasol providing the assists.

An investment in brand and tilting of the playing field, all at the same time. Well played, SUSTAERO.

#Bioeconomy #SAF #BrandStrategy #B2BMarketing #BrandMarketing #SUSTAERO #Topsoe #Sasol

Link to announcement: https://lnkd.in/gQ7yPCa5

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