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.”
Late last week, Musk tweeted a reminder to the world that he’d taken the (relatively) unprecedented step of releasing Tesla’s patents for use by all, stating that ‘Tesla will not initiate patent lawsuits against anyone who, in good faith, wants to use our technology’.
All our patent are belong to youhttps://t.co/HPK5R5UMS6 pic.twitter.com/t99riofeCI
— Elon Musk (@elonmusk) 31 January 2019
The reason for this bold decision? Because *gasp* it might enable their rivals to catch up to Tesla’s tech and help them achieve that purpose more swiftly. Better tech = more compelling electric vehicles = less reliance on hydrocarbons.
Consider how many brands have a big, bold-sounding purpose. Now consider how often that purpose is undermined by actions that are taken in order to appease shareholders, avoid risk or meet short-term targets. What help can advertising possibly provide to brands that can’t be trusted in consumers’ minds?
Tesla releasing its patents might seem like a big gamble. Was it an inspired move that further elevated the already impressive brand love it enjoyed, or was it yet another PR grab that finally gave their competitors what they needed to catch up?
Actually, it’s both – Tesla is now bigger than ever and the competition has indeed started to catch up. Ingeniously, in both instances, it’s helped accelerate Tesla towards its brand purpose.
So, here’s my challenge: take a long, hard look at your brand purpose in all its house/rainbow/bridge/concentric circles glory. Now, think about all the decisions you’ve had to make in the last few days or weeks and ask yourself – were those decisions aligned to your purpose?
Better yet, did they result in positive actions, rather than empty or broken promises? If the answer to either of these questions is no, maybe build a mini submarine instead… or smoke weed on a podcast… or, ya know, maybe don’t.
Alex Horner is a senior strategist at TBWA\Melbourne.
Note: While he’s open to offers of a freebie, Alex doesn’t own a Tesla, nor any shares in the company.
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.
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@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.
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Dear Gillette,
This is how you improve buyer sentiment.
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Gotcha. So not mine and burn … just the ‘mine’ part for the lithium for the battery.
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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.
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The burn part happens sporadically when the batteries decide to explode.
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Perhaps someone can start making the parts here so insurers will once again allow you to take out a policy for a Tesla
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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.
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#metoo
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