Friday, January 8, 2016



You have to think of your brand as a kind of myth. A myth is a compelling story that is archetypal, if you know the teachings of Carl Jung. It has to have emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox. (Deepak Chopra)

Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You. (Tom Peters)

Technology will definitely solve all our problems, but in the process it will create brand new ones. But that's O.K. because the most you can expect from life is to get to solve better and better problems.(Scott Adams)


Next Thursday we will remember and (many of us) celebrate the 5th anniversary of the first test of a Rossi generator- at the Bologna University. I already knew then about Andrea Rossi but the test was a complete surprise. My young friend Roy Virgilio has announced me with a day before and I have followed the excellent report of Daniele Passerini- from the site of the event
Next day it was a Focardi Rossi Press Conference:

Jed Rothwell and Marianne Macy were the fastest to tell the LENR world about the test, at LENR.CANR.ORG describing it professionally- inclusive some open problems.

Steve Krivit has reported also but the document is not more on the New Energy Times site from well known reasons. Very sad, only historians can change the past 
I wrote
I sincerely admire Rossi's achievements and i spoke about him with sincerity; but this writing here is about the E-cat not about its creator, Rossi the Reformer of LENR.

What followed is very well described by the first Motto: "a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox"  The celebration could have been a great opportunity to add triumph, certainty, total optimism and other good things to the list- that if Rossi communicates the basic, non IP connected performances of the 1MW plant- but this will not happen.
Today you can find here a link to Rossi's trademarks. The name E-CAT ia already a brand and I tried to remember who coined this name and when. Jed's report published on January 17, seems to be the first that speaks about "Energy Catalysator" (E-Cat)
I have asked today Daniele Passerini who answered promptly and nicely and said that the author is Rossi himself. He has found a fine name for his brainchild.

We can dare to hope it will become a very great brand- pretty soon! Etymologically and historically Brand is connected with fire, burning- now in the most positive sense. It is an aureola, brightness, good flames emitted symbolically speaking by a product, a company or even by a human as Motto Ii shows it- however it irresistibly attracts customers and friends, practically speaking. It is value, it is a name converted in positive fame. It is prestige and power, charisma, personality, history and charm. Brand memetics is fast and effective. It has to be built with effort and maintained with care. However it is easy to lose it, if the aureola is torn or lost- disaster! Ask e.g. Volkswagen! Honesty is the unique brand policy. In the world of technology aad management nothing is more similar to "sacred" as branding.

I hope we will see a Happy  5th Birthday of the brand "E-Cat- The New Fire"!


1) E-Cat Trademarks:

2) Some New E-Cat Milestones Listed on (Hot Cat Safety Certification, Patent Extendability, 60 Patents Pending):
3) The Energy 2.0 Society- they deserve attantion!

4) Andrea Rossi says
January 7th, 2016 at 11:15 PM

Time: 11.15 p.m. of Thursday January 7th
1MW E-Cat: stable, allows me to study in peace tonight.
E-Cat X: still in operation, still very promising.
Warm Regards,

Andrea Rossi says
January 7th, 2016 at 5:13 PM

Frederic Maillard:
The conversion into 62Ni is rteated in the paper Cook Rossi and we still are working on its reconciliation.
The main source of energy is Li, though.
Warm Regards,


6) An experimental setup thst will confirm the Rossi Effect and the direct generation
of electric current in the E-cat x
PILA C1 – Nuovo setup LENR sperimentale che confermerebbe l'Effetto Rossi e la generazione diretta di corrente elettrica dall'E-CAT X

7) LENRCAM- seeing heat with IR - an MFMP video (it was pubished in 2013 but I have missed it)

8) The Saudis are Planning the Millenium IPO… Selling Aramco… Obviously #Oil has no Future, maybe because of #LENR:

1 comment:

  1. From Brian Ahern Acton MA
    Rossi performed a test on January 14, 2011 in Bologna. The test was hosted by Giuseppe Levi.

    It was the steam debacle. They claimed the steam was 'dry' meaning that it was fully converted from liquid to gaseous conditions.

    Of course it was never confirmed and Rossi refused to ever repeat the test with increase water flow to prevent the phase change issue.

    Levi was and is an ambarassment. This was an example of testing with complete control by Rossi and concurrence of a noble band of Bolongnese shills.

    Rossi could have convinced the entire world by repeating the Bologna demonstration, but he refused because it conflicted with his fraudulent test protocols.