If you read the news at all, itâs hard not to be aware of Elon Muskâs latest endeavours.
His various companies have started work on digging giant tunnels to alleviate traffic conditions in urban areas, developed rockets that can land on ships, made reasonable estimates that humans will be on Mars in the next decade or so, preÂsold tens of thousands of new Tesla models, the list goes on.
Olâ Musky â as the internet has dubbed him â has been quite the prolific entrepreneur, and while none of his companies are big moneymakers, he still manages to keep investors and consumers excited at every turn.
People are even lining up to spend money on things that donât exist yet.
Digging tunnels under Los Angeles sounds ridiculous on paper, given current mindsets, but all the geniuses at The Boring Company asked: âwhy not?â Similar scenario with electric luxury cars, rockets that can land and roof panels with solar built in â why not?
And yes, their economic models are brilliant, with small savings at every turn adding up, simply put, and yes, the engineering is undoubtedly highly impressive.
But in actuality, a lot of these moonshot companies would probably have failed if not for one very important factor â marketing. Musk and his PR and marketing teams are masters of selling ideas, and making the impossible sound exciting. And everything is about what it feels like, not just what the product can do.
For example, driving a Tesla is an amazing experience â regardless of the fact itâs an electric vehicle, and it looks fantastic.
Similarly, the new space suit SpaceX has been designed (presumably at great cost) to be fully functional, of course, but itâs also very sleek. Honestly, drop the helmet and Iâd order one as winter wear. Everything these companies make just feels right.
And that irrational love for a brand goes beyond building quality and far into the territory of cultÂlike reverence that ensures a future for innovative companies. And as a cherry on top, each of these companies has a heartfelt mission at its centre, making them not only the stylish choice, but the ethically sound choice.
If we ever needed further proof that marketing and PR can make or break a company, this is it.
ThisÂ editor note appeared in the Marketing Magazine Hong KongÂ September issue.