The correct answer is C because for the Model 3, for instance, Tesla has spent about $6 on advertising for every model it’s sold. How is that possible? The answer is that Tesla leads the way in changing the business model from build / market / sell to market / sell / build and market some more. Tesla does so by having a values-based purpose out ahead of the traditional value proposition, i.e., Tesla aims to rid the world of fossil fuels. That positioning earns Tesla free media and buyer loyalty. And Tesla goes further by inviting consumers to provide input on where its showrooms are located, how they want to configure their own cars based on guidance from an owner advisor, and a referral program with a $1,000 cash incentive to both the owner and the friend who purchases based on a referral. The result is that Tesla has 22% of the electric car market, Mercedes-Benz 5%.
Mathew Sweezey is the Director of Market Strategy for Salesforce. Mathew is the host of the award-winning podcast The Electronic Propaganda Society and an accomplished author, having written for The Economist, Forbes, the Harvard Business Review, and AdAge.
If you’re old enough, you may remember “To Tell the Truth” – a TV game show in which three contestants all supposedly had the same identity so celebrity panelists had to ask questions to figure out who was THE person with that name and unusual occupation or experience. Well, I guess you could say that my parents didn’t brand me clearly! And that’s a problem whenever you’re engaged in a new enterprise like the podcast series I’m launching today. These guys are all Dan Hill. The first is easily the most famous: a Canadian singer-songwriter whose biggest hit “Sometimes When We Touch” peaked at #3 on the US Billboard Hot 100 charts and #1 in Canada in 1977. The middle Dan Hill depicted here is a British digital designer and urbanist, and the third Dan Hill is a women’s head soccer coach in Oklahoma.
Check out my new podcast!
My new podcast series, Dan Hill’s EQ Spotlight appears on the New Books Network, which gets nearly one million downloads monthly. I am honored to be a part of this high-quality group. Below is the link to find all four podcasts.
She almost died a quiet death, and certainly the Minnesota-based farmer cooperative known as Land O’Lakes would have preferred it that way. But when the Minnesota Reformer ran a story about the Land O’Lakes company retiring the Indian maiden who has appeared on its packaging for nearly a century, the story blew up on social media and elsewhere. Soon the retirement reached The New York Times and Fox News, leading U.S. congressman Steve King (R-Iowa) to denounce politically correct “millennials” supposedly taking over the co-op.
Now on the surface, the maiden mascot re-designed in the 1950’s by an Ojibwe Indian artist, Patrick DesJariat, may not seem anything other than benign. What’s objectionable about a young Native American woman kneeling by the side of a blue lake, holding a 4-stick box of butter? Her smile is pleasant enough – but that’s where the problem starts. That’s because the image of a happy Indian maiden evokes tales of U.S. cavalry troops stationed at reservation forts engaging in what they euphemistically called “squaw-chasing” and what we should acknowledge was coerced “seduction” or worse. Being portrayed as sexually available and subject to conquering isn’t desirable. Now, the smile alone might not get us to such a sinister reading of the Land O’Lakes logo. But add in the maiden’s kneeling, compliant posture, and the fact that for years people on social media have practiced the “boob trick” of revising the logo’s image so that the maiden’s knees are chest-high instead, and you can begin to see why the co-op finally, wisely, decently enough decided that the time had come to stop trafficking in Indian stereotypes.
The truth is that lots of logos exist that should be retired. Perhaps the worst prominent use of Native American imagery is in baseball: the Cleveland Indians’ Chief Wahoo. His eyebrows are raised and his eyes are wide open, fully alert. His smile is intense, too, and fierce. Taken together, the Chief’s beady eyes and all those teeth showing suggest how, when the mouth pulls wide and taut, the emotion being revealed is vivid anger, like a dog growling because its bone has been taken away.
Some offensive imagery has been retired; until 1991 a Mexican armed robber, the Frito Bandito, was used to sell that snack. Other vile brand logos remain. There’s a long history of African-Americans being made into caricatures, resembling the grateful, obsequious house servants in Gone with the Wind. I’m thinking of Quaker Oats’ Aunt Jemima and Mars’ chef, Uncle Ben, for instance. The recent modified versions of those logos are certainly more upscale, sleek and less servile-looking, but frankly my dear I don’t give a damn: get rid of them.