Tesla reminds us that actions speak louder than words… or advertising
Elon Musk’s recent reminder that Tesla’s patents are available to anyone – including its competitors – is an example of true brand purpose, despite the business risks, writes TBWA\Melbourne’s Alex Horner.
Tesla famously doesn’t advertise, yet it’s quickly built one of the most compelling brands of the past few decades. There are a multitude of reasons, of course – an outspoken CEO and market leading products chief among them – but perhaps the greatest learning for other brands is that they don’t just talk a big game when it comes to their purpose, they take big, bold actions too. Even when those actions could be at serious risk of undermining their market position.
Three years ago I wrote an article in Mumbrella about the importance of setting and relentlessly sticking to a succinct, progressive and aspirational brand purpose. Off the back of his then just-announced Model 3, Elon Musk had taken his company one big step closer to achieving its brand purpose:
“The overarching purpose of Tesla Motors is to help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy.”
Mercedes-Benz did the same with all their safety related patents a LONG time ago. Hence the safety of every car with a passenger safety cell, seat belt pre-tensioners etc etc.
Who knows how many lives that corporate generosity has saved.
@Not the first time it’s been done…
Very true. I’d written a paragraph about Volvo doing something similar but cut it due to length:
Back in 1959, an engineer at Volvo invented the three point safety belt. It was decided that the invention had the potential to save so many lives that the tech was made available to all. To this day, Volvo is still regarded as a leader in safety. And while advertising over the decades has no doubt helped, it’s Volvo’s consistent focus on action in the safety space (in the form of inventions and innovations) that have underpinned this reputation.
Dear Gillette,
This is how you improve buyer sentiment.
#metoo
Gotcha. So not mine and burn … just the ‘mine’ part for the lithium for the battery.
The burn part happens sporadically when the batteries decide to explode.
Vomit. Tesla know that those patents cannot be defended successfully. And that they are infringing on other patents. In this way they are simply managing their significant IP risk. And doing PR at the same time – which of course is their effective brand promise.
Perhaps someone can start making the parts here so insurers will once again allow you to take out a policy for a Tesla
We have the raw materials, the empty factories, the skilled workforce, less patent restrictions but lack a Govt with vision.
If Tesla EV’s deafened us with “Vroom, Vroom” the male population would wet their pants.