An increase in fake reviews and false information, as well as flouting of consumer protection laws, are all possible results of the AI boom.
Have Elon Musk’s ongoing antics become a negative for the Tesla brand?
By our News Team | 2022
He made Tesla a household name. But a tangled private life, provocative comments and the Twitter no-deal may be taking a toll on the brand.
By making Tesla and himself so synonymous with one another, Elon Musk has put the company’s increasingly valuable brand at risk. This is according to a recent report by news agency Bloomberg, which says the CEO’s public persona – once a big asset – is increasingly a liability in the electric vehicle (EV) supremacy race.
The news agency acknowledges that Musk’s star power, built in no small part by his activity on Twitter — the same forum where he’s become such a lightning rod — has contributed immensely to Tesla, especially since it’s shunned traditional advertising.
Photo by Steve Jurvetson via Wikipedia
“His steady stream of online banter, punctuated with the occasional grandiose announcement or stunt keeps Tesla in the headlines. During the company’s earlier days, the trolling and glib comments were a feature, not a bug. They allowed Musk to shape media coverage and made him the ringleader for Tesla’s legion of very-online fans,” Bloomberg notes.
Musk and Tesla synonymous with each other
“But after making Tesla and himself so synonymous with one another, Musk has waded into political conflicts, attempted to buy one of the world’s most influential social media platforms and struggled to bat back unflattering coverage of his personal life, putting the company’s increasingly valuable brand at risk.”
According to the news report, Creative Strategies – a California-based customer-experience measurer – mentioned owner frustration with Musk in a study it published in April. A year earlier, research firm Escalent found Musk was the most negative aspect of the Tesla brand among electric-vehicle owners surveyed.
“We hear from Tesla owners who will say, ‘Look, I love my vehicle, but I really wish I didn’t have to respond to my friends and family about his latest tweet,’” said Mike Dovorany, who spoke with thousands of EV owners and potential buyers during his two years working in Escalent’s automotive and mobility group.
Janine Hills, Founder and CEO of Africa-based communications agency, Authentic Leadership, calls it “a classic example of a brand being built around a person”.
She writes in a LinkedIn post: “Leadership within an organisation is vital; not a person but rather a team of professionals. Limit the risk; share the messages and the stage.”
As tougher times bite, only 10% of CMOs believe their marketing investments will enable them to emerge better off than their competitors.
On-the-Go stores will extend the brand and be located on TotalEnergies service station forecourts to cater to motorists and busy consumers.
The social media platform’s ad revenue is up 25.8% year-on-year and is forecast to total US$71-billion for 2024.
Alliance offers a simple, fast and convenient experience for consumers to buy groceries online, with orders being delivered within an hour.
Consumer must feel that buying the product will somehow elevate them so that they sit more squarely alongside the influencer they follow.
What are the key things that people consider before buying online? Researchers find that the computer mouse holds important clues.
Bon Marché has typically confined itself to the affluent suburbs of Zimbabwe’s capital. Now it has opened in Marondera in Mashonaland East,
As rugby fans liken the SA national team’s alternative kit to the Checkers Sixty60 e-commerce platform, the brand seizes the opportunity.
Sports apparel company renews an old partnership with Newcastle United as it further cements its presence in top soccer competitions.
Interactive Advertising Bureau study finds internet advertising has reached a new high of 34% of the overall SA advertising market.