Elon correctly thinks that whoever makes the best product will win in the end. However, the product is not just the car. The product also is the message and narrative surrounding the car and company.
When I’m purchasing a car, I’m purchasing it because of the set of beliefs I have of the car (ie., reliability, performance, reputation, etc). Those set of beliefs are formed from a variety of factors. In the past, the main and overwhelming factor has been the reported past ownership experiences of owners. For example, I buy a Toyota because it’s reliable and I know it’s reliable because millions of people can attest to it. However, the game has changed and beliefs are no longer influenced mainly just from past experiences and evidence. Rather, beliefs are and can be swayed by on onslaught of smart, clever and unrelenting propaganda that sways people’s beliefs. (note: take the case of Cambridge Analytica’s role in Brexit’s and Trump’s victories)
In other words, people’s beliefs are becoming increasingly influenced by those who are aggressively trying to influence them.
People have always been influenced by others and popular opinion. For example, think of cliques and peer pressure in school.
Car makers have known that they live and die off of the perception that people have of their brand. That’s why they spend millions on advertisements to promote and establish their brand in the minds of people. Lexus tries to associate luxury and prestige with their brand. And they’re successful, at least to some extent.
But now there are a million ways to influence people, and not just through TV commercials.
Elon appears to believe that if Tesla makes great cars, then they’ll be fine.
However, that’s assuming there’s no massive onslaught of negative propaganda that is establishing Tesla as an undesirable brand in people’s minds.
If there is an onslaught of aggressive negative propaganda against your product, then the company ought to have an overwhelming creative, smart and compelling strategy to overcome that onslaught.
If you’re being attacked relentlessly and you lack a plan, you just might be toast.
While Elon and Tesla, I am sure are trying to devise a plan… at least so far their efforts haven’t been that effective. The narrative around Tesla in the media is largely being controlled by those against the company.
Elon’s vitriol for marketing also I don’t think is helping. Elon, always looking at things from first principles, thinks the best product will win at the end. What’s missing though is the crucial component of how the message and narrative around the product forms a crucial part of the product that can’t be divorced from the car.
Over the past several months, I’ve been posting about how Tesla needs to take control over the narrative around their products and company.
What I mean by “taking control over the narrative” is not just PR. It’s far beyond what PR typically entails. “Taking control over the narrative” means a comprehensive strategy to defend and overcome the onslaught of negative attacks, while establishing a compelling and overwhelming positive message surround their company and products. This is simply not the job of a PR team that might be experienced in traditional PR. We’re talking next-level stuff here. This requires the best of the best. Meaning, I think it requires the best in the world. Tesla ought to find that person, empower him/her with a great team, and give him/her the power to take control over the narrative on a level that’s never been done before in Tesla’s history or in the history of any other company.