People will buy the car just because it’s a great car. We want them to think it’s excellent value for money and then, oh yeah, it happens to be electric.
People work better when they know what the goal is and why. It is important that people look forward to coming to work in the morning and enjoy working.
Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.
