Marketers in the renewable energy sector see a clear need for a great logo and website, but "messaging" is less well understood. Some companies might say, "Well, if I hire you to do a logo, I get a logo. But a messaging project doesn't really have a tangible deliverable." This is akin to saying to an architect, "I don't want to pay you to make a blueprint. I just want the house." The resulting structure, made without a plan, would fall to the ground at the first slight breeze.