Design 360° SeriesThe Tesla Cybertruck Isn’t A Pickup But Much, Much More ⬆ Images Hyperlinked

Regardless how long their layoffs, how countless their distractions and antics, iconic artists and

innovators often use their reemergence to render their competitors irrelevant, outdated; even,

boring. Elon Musk's latest strategic preeminence act is a fun product for consumers powered by

a disruptive killer instinct in Tesla's Cybertruck—Design 360° DNA. Designed to sell itself, orders

poured in post-launch minus ad spend as Tesla became most valuable U.S. automaker ever. And

despite former LVMH North America Chair Pauline Brown's dismissal of the Cybertruck as a “big

miss” and “disaster” hardcore fans, prospects, Dubai Police, UAE's Azizi Developments GET IT!

And from CNN to MSNBC, journalists who originally focused on the 'demo fail' are beginning to

realize this prototype in fact “could be a smash hit.” My first review live on Twitter gave the

Cybertruck an A+ in ALL categories except security, not so much because of the (scripted or

not) “bulletproof” demo fail. After all, certainly, an automaker with a consistent top crash-

test safety ratings history should be able to fix such minor flaws before 2021. My “B” grade

for the Cybertruck was mainly because like Tesla Autopilot and its casualties and security

incidents, consumers who aren't risk mature may be lured into a false sense of security,

— assuming or acting like they have a full-spec armored truck. Further, like every other

Tesla, connected car or mobile device, the Cybertruck will and cannot be hack-proof.

Just the latest case of 'mo tech, 'mo security problems increasing consumers' attack

surface, as the smartphone consistently has, since its arrival. Moreover, needing no

tour of the futuristic truck's radical bleeding-edge features and utility, consumers

needn't be truck owners to appreciate its business value. Entrepreneur investors

whose reaction to it were as visceral as the likes of Pauline Brown may be wise

to cede brand strategy or the CEO role to more capable innovator-builders as

creative thinkers are those behind the Cybertruck's surging adoption, iPhone

and smartphone revolution, as well as relegation of Blackberry, Nokia, etc.

From Asia to the West, nothing stopped EV companies from building their

own “cybertruck” or even registering the name yet from the all-electric

Mustang Mach-E, Ford's bestselling F-150 (both below) and Rivian's EVs

and strategy, Tesla's next-level attempt to leapfrog the competition,

carve out a new niche, and even, take the fight for preeminence to

China's hot but CCP-sheltered EV market has made the automobile

industry look not only outdated, but like small thinkers—when in

fact many are innovating. Startup founders, product design and

development teams, and CEOs take note. Familiarity may sell.

'Till consumers are presented with something refreshing they

didn't know they needed, at a price point they believe they

can live with. Indeed as Mike Gastin eloquently points out

further below, in the case of Tesla Cybertruck, or indeed

whatever Elon Musk stands for, the Tesla brand promise

is: “The future delivered—today.” So, pointless stunts

(as below) aside: “An idea can turn to dust or magic,

depending on the talent that rubs against it.” True

in the boardroom as in the mind and heart of the

early adopting consumer. Cybertruck will be the

goto swag electric ride within 3 years. And the

success secret? An unmissable, intergalactic,

product offering with peerless performance

at an affordable price with word of mouth

marketing, strategic intensity, and great

customer satisfaction, street cred, and

other bragging rights Elon Musk style.

The big idea? By giving consumers a

powerful taste & sense of coming

attractions via great storytelling

you deliver aesthetic and tech

while captivating the world's

attention with high quality

products & performance

vetted by Social Media.

Be that entrepreneur

or organization that

wins the business,

without pitching

Meanwhile, let

sales sort out

naysayers or

stock drops

à la Musk

& Tesla

Rule #1: Rules Enable One To Follow. Knowledge Enables One To Lead.

If you just follow the rules and use information as a way to avoid actually having to think...its use will be minimal. If you understand the logic and rational behind the information, you'll be able to apply it in new and dynamic ways; its value to you will be exponential and the return measurable... Never follow information blindly...

Rule #2: Being Average Isn't The Goal. It's The Barrier To Brand Excellence & Leadership

Look over your brand to find the average, the expected, the same-as-what-everyone-else-offers trap. Recognize it as a steppingstone, not a place to rest your laurels. One by one, eliminate anything average about your brand.

Rule # 3: Life (and Business) is Like Software. Version Upgrades are Available

The best way to predict the future is to create it.” —Peter Drucker. Pick one thing, and discover how it can be made remarkable. Challenge the status quo and dare to be far above what is generally accepted as “average”.

Rule # 4: Become a Cause for Celebration

Your brand must be a cause for celebration. If it's Nike, it's a cause for celebrating your inner Olympian (or eliminating the appearance of not looking like one). If it's Häagen-Dazs®, it's a cause for celebrating adult indulgence in a pint-sized portion. If it's H&R Block®,it's a cause for celebrating a faster (and, hopefully, higher) tax return. Uncover what your brand is a cause for celebrating, then promote the heck out of it. Become known as “a party waiting to happen” that everybody wants an invitation to.

Rule #5: Never Have a Pitch That Sounds The Same as Everyone Else's

Branding and marketing are not telepathic. People won't simply “get” your brand's distinction. You have to help them arrive at the level of appreciating what your difference is. Otherwise you'll just add to the noise crowding the market. Discover your difference and embrace it...make sure it doesn't sound like, or make the same promises as, your competition. Use design to convey it. Use language to broadcast it. Use media choices to demonstrate it.

Rule #6: Your Brand's Voice is The Content. The Channel, The Medium. Don't Confuse Both.

Unless there is great content to out on your channels, you've accomplished nothing. A brand with something to say to a very targeted audience will be effective, using the potential of that channel to its fullest. Get a message that your customers cannot ignore. If they can say, “So what?” or “Yeah, I expected that. What else you got?” —you haven't nailed it. Get that part of your brand nailed, then use your channels. Ideally, unique ones that align with your brand's promise.”

Rule #7: If Your Customer Can It's Media

In general, "media" refers to any means of communication. I find too many clients ignore everyday points of contact with their clients, overlooking them as potential types of media. Review every point of contact online, in person, through mail, and all forms of transmission, and then figure out how to turn each into an opportunity for your brand to make another outstanding impression. If it's not special, it (and you) will be dispensable.Rule #8: If You Don't Tell Your Customer What The Difference Is, They Will Decide For You.

Customers like to know the differences among brands. Without them, it's pretty simple: Price becomes the difference. Examine your brand with attention on what's different about it that the customer will care about...Done brilliantly, you could end up with a legion of vocal advocates like Apple and Harley Davidson have.Rule #9: Your Brand's Not About You. It's About The Customer.

Realize people hire you or purchase your product because of what's in it for them, not how great you are. They only buy your greatness when it supports or fortifies how great they are. The iPod was about how great it would be to surround and immerse oneself in one's own music, not to purchase songs from iTunes. Nike enabled customers to live out their best athletic moments, not buy the latest designs in synthetics and leather. [Video available. Click anyway.]

Rule #10: Never Settle For Good Enough. Never Get Complacent With Your Brand. Ever.

If your brand is easily confused with your competition's, this can be remedied by never settling. The brands you admire, read about and seek to be like didn't. “Dyson’s founder, James Dyson, famously created 5,127 prototypes of his first machine, the vacuum cleaner, in a workshop behind his house, before developing one that he considered worked perfectly, the DC01”.
 Realize that the only thing leading brands have in common is that they're different. And one of the “common differences” they share is that they didn't settle.

○ ○ ○The Fine Art of Brand Differentiation (Part 3) | Images HyperlinkedPart 2 ⬆ Bonus▼ 

Breakthrough Ideas for November 2019


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