Tesla's true competitive advantage, brand

Tesla's true competitive advantage, brand

When journalists and pundits try to evaluate Tesla's potential by comparing their product with other Electric Vehicles (EVs) they miss the point completely. Tesla's biggest competitive advantage is not their product's feature set, high-tech production facilities, lack of dealership channel or intuitive software. Tesla's true competitive advantage is their brand.

By focusing on the high-end market and initially appealing to Silicon Valley CEOs and Venture Capitalists as their first customer segment, Tesla has positioned themselves as the epitome of Silicon Valley prestige. They hold the promise of everything the modern economy aspires to - the successful startup. This promise, the promise of success, is the ultimate luxury. And when they offered this promise for $35,000 USD over 300,000 people rushed to pre-order a product that best represents modern success.

Now Tesla is facing the same challenge as every successful Kickstarter maker. Filling a shit tone of orders. In their latest shareholder report they announced that they missed their Q1 2016 delivery expectations by ~7.5% and that's only on 16,000 orders. The same amount on their Series 3 pre-sales equates to 22,500 missed orders. If they don't deliver and over deliver they could see a sharp turn in the brand perception that's given them so much.


1. 2016 State of Marketing

Trends

Trends and insights from nearly 4,000 marketing leaders worldwide. Key takeaways:

  • High-performing marketing teams are 8.8x more likely than underperformers to strongly agree that they’ve adopted a customer journey strategy as part of their overall business

  • High-performing marketing teams are 7.7x more likely than underperformers to strongly agree they’re leading customer experience initiatives across the business

  • 95% of high-performing marketing teams who have integrated their digital marketing channels with their overall marketing rate the integrations as very effective or effective.


2. Marketing is too important to be left to the marketing department

Marketing

Marketing is the whole business seen from the point of view of the customer and therefore requires engagement from the CEO down.


3. Clippy’s back: the future of Microsoft is chatbots

Trends

CEO Satya Nadella bets big on artificial intelligence that will be fast, smart, friendly, helpful, and (fingers crossed) not at all racist.


4. Media Masters - Sir Martin Sorrell

Strategy

Sorrell is the Warren Buffet of the ad business. This interview is a master class in the business of marketing.


5. Lessons from Fab, a failed ecommerce unicorn

Strategy

In 2011, online flash sales retailer Fab reached one million users just five months after launch. In 2012, one of the company’s big name investors, Marc Andreessen, called Fab an “e-commerce category killer.” But after a whirlwind couple of years, the company raised millions of dollars on a business model that just wouldn’t work.


6. How the free internet is eating itself

Trends

Our current version of the internet lives and breaths off a currency of human attention. With the success and failure of many internet companies predicated on how much of a person’s time they can capture.

Because of this modern businesses aren’t creating human-centered experiences, they're creating attention-centered experiences, which puts the needs of the business squarely ahead of the needs of the customer.


7. How creative mindfulness is a super power

Creativity

Neuroscientists such as Richard Davidson at the University of Wisconsin as well as psychologists and productivity experts at last are praising meta-awareness as an indispensable ally in your creative quest if you wish to thrive as a healthy, innovative creative for the long run. This article shares some strategies to help anyone achieve meta-awareness to boost their creativity.


8. A simple guide to color

Design

Colour theory for anyone.


9. Unplanned marketing

Marketing

Moving from the 4P’s and a limited marketing mix to managing an infinite numbers of digital channels, an ever-growing and always-on customer base, and a global organization, created a seemingly exponential amount of new work and data points for modern marketers to contend with. All the while, as the complexity grew, so too did the demand for efficiency as software drove transparency across the broader organization.


10. Microsoft Cognitive Services

Tool of the week

An extremely exiting offering from Microsoft - cheap machine learning in the cloud.