This graphic shows you very clearly the difference between Tesla and all other car manufacturers in the world.
The difference is branding.
And more importantly, knowing what to brand and how to brand it well.
Just to be clear, all of the top 10 car brands in the world is valued at a cool $668B.
Tesla, by itself, is valued at a whopping $685B.
Of course the numbers fluctuate with the stock market and news, but the point is clear.
Elon really unlocked the branding game and is playing chess while everyone is figuring out checkers!
To put into perspective, just take a look at 1 of the company closer: Volkswagen.
Volkswagen comprises twelve brands from seven European countries: Volkswagen, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen Commercial Vehicles, Scania and MAN.
Even if you don’t know anything about cars, I bet you heard of Lamborghini and Audi, because they are everywhere.
And yet Volkswagen is but a fifth of what Tesla is valued at.
Meaning the investors, entrepreneurs and free market of the world values Tesla 5 times more than Volkswagen, one of the largest, most prolific, well-known car brands in the world.
Notice I said branding, not marketing.
Elon and Tesla don’t really do marketing, going out there to sell, peddle and place their cars to try jostle for attention.
They start trends, conversations, memes, take bold steps and let others do the talking ABOUT them, for them.
That’s why the media and fanatics love Elon, the is the brave new face of a cutting-edge company that is sexy to talk about and sensationalize.
Do you know who is the face of Volkswagen or Toyota?
Exactly.
It is not easy to develop a game-winning branding strategy for your company but we can make an effort and constantly think about how we want people to describe us.
Next up, I share more about what I have learnt from branding over the years running my consultancy.
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