How things can change. A while ago, if someone had asked me who I found inspiring, Elon Musk would have topped my list. He was doing incredible things with electric cars, rockets, satellites, underground tunnels, AI, and brain implants. In the meantime, he even took over a social network. Fascinating, unbelievable, and impossible to pin down.

Lately, when I read about him, I keep thinking of a James Bond villain: a powerful genius with limitless resources who wants to turn the world order upside down.

But I’m writing these blog posts as a brand strategist, so my personal feelings don’t matter much. A more important question is: what is the impact of Elon Musk’s controversial behavior on the Tesla brand? Let me break it down.

The background

First, the basics. A CEO’s reputation can greatly influence a brand’s image. A charismatic leader, with plenty of power and freedom to act, can  give  a brand a strong, human personality.

But if that personality strays too far from common norms, or if the leader ends up in a negative spotlight, it can seriously damage the brand. Social media has amplified this effect.

Think of Travis Kalanick, co-founder and former CEO of Uber. He came under fire over reports of sexual harassment, abuse of power, and a lack of diversity. That took its toll on Uber. Or Adam Neumann, co-founder and CEO of WeWork. He was known for his extravagant lifestyle and unconventional management style. Stories about self-enrichment through real estate deals and risky business decisions led to a failed IPO in 2019.

At Tesla, both factors are very much at play. On one hand, Musk is almost synonymous with Tesla. On the other hand, he’s extremely active on social media. He has not only more than 200 million followers on X, he also owns the entire network.

Of course, Musk isn’t the first CEO to speak out on political issues. But the way he does it would have been unthinkable a few years ago.

Initially, the outspokenness worked in Tesla’s favor

Until recently, Musk’s high-profile behavior gave Tesla a significant boost. Tesla grew in part through bold, headline-grabbing initiatives. The brand broke new ground for electric driving and leads the pack in innovations like self driving taxis  and futuristic robots. Musk received a lot of praise for his pioneering role.

He amplified that with grand promises  In doing so, he got Tesla extensive media coverage  without the brand needing to spend money on advertising.

“At Tesla we’ve never spent any money on advertising, we put all the money into R&D, manufacturing and design to try to make the car as good as possible.”

Tesla seemed to be a prime example of a brand with a “Why” : it wasn’t on Earth merely to sell cars, but to save the world. Musk even stood out by openly sharing Tesla’s groundbreaking patents. The idea was to speed up sustainability by collaborating with competitors.

Now Musk is “red,” while Tesla is “blue”

But times are changing. Musk has thrown his hat into the ring as a Republican hardliner. For example, by stating that only Trump can save the United States.

Recently, Tesla’s popularity has risen among Republican Americans. That’s partly because Musk took a strong stance against woke culture. In the run-up to the U.S. elections, 62% of Republican voters viewed Musk positively. Another study suggests that 72% of Republican voters now have a positive opinion of SpaceX, Tesla, and X executive Elon Musk. A year ago, that number was 52%.

But the question is whether Musk has backed the right horse. After all, 79% of American Democrats views Musk negatively. Meanwhile, Tesla is a brand with a strong Democratic following. Ownership of electric cars in the U.S. is clearly linked to political views: one-third of all electric cars sold in America end up in Democratic areas.

Across the board, Democrats in the U.S. have a more positive view of electric cars than Republicans. Only 13% of Republicans say they’re open to buying one; among Democrats, that figure is 45%. Another study shows that 31% of Democrats say they don’t want to buy an electric car, while for Republicans that number is 82%.

There might be one exception: MAGA America might be the biggest buyer of the chunky Cybertruck. Donald Trump already received a Cybertruck from an influencer as a gift 

Companies are getting rid of their Teslas

Several reports have surfaced of companies dumping their Teslas because of Musk’s shift to the right. The German retail chain Rossmann announced that Tesla models were no longer welcome as company cars. Musk’s position, according to Rossmann, no longer fits the company’s green values. Ironically, that was precisely why Tesla used to be extra welcome.

The Belgian real estate company Revive also said it was parting with its Teslas because of Musk’s radical views.

“We were fans from the very beginning. Tesla stood for a better world, a forward-thinking strategy that we fully supported as a company. But today, we no longer identify with Elon Musk’s views.”

While these make for eye-catching headlines, the bigger question is how representative this is. Let’s take a closer look.

Tesla’s popularity is indeed declining

Yes, Tesla’s popularity has indeed dropped, particularly in the United States & Europe. In November 2021, 70% of those surveyed still considered buying a Tesla. Last month, that figure was just 31%. Brand preference is falling, and that’s not a good sign. There’s a strong correlation between brand preference and revenue.

In California, a Democratic state and traditionally Tesla’s main home market, Tesla sales fell. In Q2 of 2024, they went down by 24%. Tesla also saw lower sales worldwide. In the Netherlands, my home market, Tesla’s figures have also taken a serious dip. Last September, Tesla was still the most popular car brand in the country. The Model 3 and Model Y were the most frequently sold cars here. But October painted a different picture. No Tesla model made it into the top five.

Tesla’s image has also taken a hit. Periodic surveys by market research firm Caliber show a clear decline in trust among U.S. consumers. And that correlates with purchase intent. The firm attributes) the trend to polarized opinions about Musk. Other researchers similarly see Musk as a direct factor in Tesla’s worsening reputation.

Brand Finance found that Tesla’s reputation declined over the past year in the U.S. It saw particular declines in Europe, where its consideration score dropped from 21% to 16% from 2024 to 2025. However, the brand retained a high loyalty score (at 90%) in the US. This means that customers who already owned a Tesla are likely to continue driving one in the next 12 months. However, Tesla’s recommendation score in the US fell from 8.2 out of 10 to 4.3.

There was no relevant reputational decline in China, where access to news about the company and its CEO may have been more limited. In Germany, Tesla’s reputation actually improved.

Tesla brand value dropped $15 billion in 2024, according to the researchers. They attribute this to an aging lineup and Musk’s position. Tesla’s brand value is now estimated at $43 billion. This was $58.3 billion in early 2024 and $66.2 billion in early 2023. Tesla’s scores on key metrics such as consideration, reputation and recommendation fell across the board in the US, Europe and Asia.

Will Tesla follow X?

The key question now is whether Tesla will follow Twitter-turned-X’s downward trend. Since Musk took over Twitter, the platform has lost quite a few users. Early in 2024, the number of daily app users in the U.S. was down compared to November 2022, right after Musk took the reins.

We should note that other social networks also saw a drop in that period. But none came close to X’s decline. It didn’t help when Musk declared war against advertisers who left X.

There’s definitely no positive correlation between Musk’s controversial stance and Tesla’s results. But here’s the catch: there are multiple developments behind Tesla’s downward trend.

Look at the falling sales, for example. That also comes from growing competition by Chinese brands like BYD, NIO, and Zeekr, as well as legacy automakers who are now serious about electric cars. Tesla has struggled with a slow production ramp-up of the futuristic Cybertruck. All this is happening against a backdrop of slowing economies and rising interest rates.

There are also moves on another chessboard. A Trump presidency will likely have a negative impact on the future of electric cars. But that might actually work in Tesla’s favor. The tax benefits Trump threatens to cancel mostly help Musk’s rivals, because Tesla is profitable while other automakers sell their EVs at a loss.

Musk has expressed support for Trump’s plan to end subsidies, even though Tesla benefited from them for years.

“Take away the subsidies. It will only help Tesla.”

Musk also stated that Chinese electric car manufacturers are the most competitive in the world. They threaten Tesla’s market share. BYD is close to surpassing Tesla. In the Chinese market, the domestic brand has emerged as a strong competitor to Tesla. BYD has capitalized on its local understanding and government support. Trump’s proposed tariffs on Chinese products could be good news for Tesla.

And Trump is likely to speed up the approval of autonomous driving technology. This helps Tesla develop self-driving cars, which are important for the Robottaxi plans.

Not surprisingly, Tesla’s stock market value rose by nearly 40% after Trump was elected. Investors clearly see a future in Musk’s new stance, despite the negative trends I mentioned above. One month being in The White House, things have changed dramatically for Tesla, their share value dropped by 28% in February. 

“A star striker can also beat his wife”

Not all criticism of Musk automatically translates into a worse image for Tesla. Some Tesla Fans (in Dutch) have decided to separate the car and its maker in their minds. They still appreciate the brand’s technological edge, especially now that Tesla has  lowered its prices.

“It’s the same with movie stars or athletes. Someone can be a brilliant goal scorer but also beat his wife. Do you then stop watching his matches?”

This is where Tesla can benefit from cognitive dissonance. People want consistency between what they do and what they believe. If someone has invested money and emotion in a car brand, negative news can be uncomfortable. One way to reduce that discomfort is to downplay how serious it is.

Not everyone is aware of Musk’s statements. One potential buyer says (In Dutch)s  she’ll just choose the car that best suits her family’s needs. She doesn’t pay much attention to what Elon Musk says and doesn’t really follow it. As a director at Auto Trader puts it”:

“For most consumers, news about car brands doesn’t matter. They simply choose the car that fits their needs and budget.”

Parallels with DieselGate

This duality is reminiscent of Volkswagen’s DieselGate scandal. Volkswagen manipulated emissions tests, causing major reputational damage and billions in fines. Yet the impact on actual sales varied.. The used-car market took a bigger hit than new car sales. And in Europe, Volkswagen’s revenue bounced back fairly quickly a year after the scandal began.

Again, there was a flip side. Many people found Volkswagen’s actions reprehensible, but that didn’t mean they lost faith in the car’s quality. They still believed in the technology, the strong resale value, and the wide model range.

In the same way, Tesla may still benefit from its above-average technical performance. Drivers remain excited about the brand’s charging infrastructure, battery technology, and software. Tesla’s fan base is remarkably loyal. This was already evident when Tesla faced criticism over quality control, long waiting times, and technical issues.

Market researcher S&P Mobility found that Tesla had the highest loyalty of all major car brands. A full 68% of owners picked Tesla again when buying a new car. One climate activist says she wanted to avoid Tesla because of Musk’s support for Republicans. But last year, she still bought a Model Y, citing a lack of other EVs with a reliable charging infrastructure. So people can disapprove of Musk yet still embrace Tesla.

Tesla isn’t Hummer or Lonsdale

It’s quite unlikely that Tesla will become a “statement brand.” It’s unlikely to end up in the same category as Hummer or Lonsdale, where you simply can’t be seen with it.

Remember that at one point, Hummer drivers were identified with “monstrous gas-guzzlers and rude driving: the symbol of society’s descent into rudeness.” Lonsdale was overtly worn by youth with far-right leanings and got branded as racist.

That probably won’t happen with Tesla. Intrinsically, the car still “does the right thing.” You can still justify driving one as an environmentally conscious driver or an innovative nerd. And the chance that Tesla will be hijacked as a controversial MAGA symbol seems small.

Tesla seems more like air travel. In practice, the urgency isn’t big enough for most people to change their behavior, no matter what negative reports say about flying’s harmful effects.

Tesla’s free publicity is becoming harder to come by

We can expect an impact on Tesla’s “earned media.” As I mentioned at the start, the Tesla brand was built in a revolutionary way, without using ads. That worked partly because Tesla, as a bold underdog, had a certain appeal in the press. That goodwill is now much weaker. In the context of “the rise and the fall,” the media may be quicker to speculate about Tesla’s potential downfall.

This means Tesla will no longer find media coverage so easy. It’s telling that Tesla has now started using ads to boost results.

All in all, it’s a mixed picture

So, it’s a mixed situation with multiple forces at work, on multiple levels. Several brand indicators are flashing red, and that should concern Musk.

Especially if the fundamental differences with competitors shrink, customers’ choices will hinge more and more on what else is tied to the brand. If competitors match Tesla’s charging network and battery performance, Musk’s controversial actions could become a bigger drag.

But I’m not ready to bet on Tesla’s final downfall just yet. Even though it’s now the popular whipping boy, it could still go in any direction. After all, Musk has a superpower for shaking up the board with a few heavy punches.

A Tesla shareholder activist believes Musk’s remarks could eventually harm Tesla. Yet he sees that Musk’s earlier controversies haven’t dented customer loyalty much. But he agrees that at some point, there might be a straw that breaks the camel’s back. I’m seeing similar sentiments elsewhere. 

Others in the auto industry who do business with Tesla also believe Musk’s political statements won’t fundamentally sink Tesla’s sales. But they don’t want to be quoted for fear of angering Musk’s legion on social media.

The final outcome depends a lot on how the market develops, what competitors do, and how subsidies change. It also depends on whether Musk ultimately tones down his rhetoric or ratchets it up even more. And whether Tesla manages to develop its own image, apart from its founder’s whims.

To be continued.

The post Case: How Is the Controversy Around Musk Affecting Tesla? appeared first on kingscom.

How was he doing this? Did he have a secret “places to visit” list? Or some advanced search tool I didn’t know about?

I glanced at his phone. He was using TikTok. 

On the search page, he had found countless videos showing users trying out “Top Ten Thai Restaurants” or “Must-Visit Restaurants in Bangkok”, all with mouthwatering footage of the most delicious-looking food we’ve seen. 

This experience alone highlighted for me a significant shift in how we find information and make decisions. Initially (and infamously) known for its viral dances and catchy videos, TikTok has cemented itself in the lives of people, now morphing into the one-stop-shop for all your shopping, entertainment, travel needs and more. It’s not just a platform for fun; it’s a powerful tool that’s reshaping the landscape of digital marketing.

The Power of Short-Form Content

TikTok’s short-form video format, usually ranging from 15 to 60 seconds, has revolutionised content consumption. Brands now focus on creating concise, engaging videos that quickly capture attention and convey their message effectively. 

And who knew guacamole and dance could go so well together? Chipotle did. For National Avocado Day, they launched the #GuacDance challenge, inviting TikTok users to show off their dance moves. The result? Over 250,000 videos and 430 million views. This campaign wasn’t just about dancing; it was about driving Chipotle’s guacamole sales to an all-time high. The short, fun, and engaging videos perfectly illustrated how brands can capture attention and boost sales with creative content on TikTok.

Algorithm-Driven Discoverability

Using an algorithm-based approach to content curation, the longer you use the platform, the more it speaks to you. This democratises visibility, and brands can easily leverage this by churning out different types of content at different frequencies. Even small brands or individual creators can achieve viral success without a massive follower base. 

Skincare can be serious business, but The Ordinary found a way to make it viral. Without spending a dime on ads, this skincare brand saw users organically sharing their skincare routines and product reviews. TikTok’s algorithm, favouring content based on interests, turned these genuine, user-generated videos into viral sensations. This grassroots approach didn’t just boost sales; it built a community of skincare enthusiasts who swear by The Ordinary’s products. Many other skincare brands (and even brands under larger conglomerates like L’Oreal) have taken this route and seen major success.

Authenticity and Influencer Marketing

TikTok thrives on authenticity and spontaneity, with users preferring genuine, relatable content over highly produced videos. Brands are leveraging this by encouraging user-generated content (UGC) and collaborating with influencers who resonate with their target audiences. For example, Guess launched the #InMyDenim campaign, inviting users to showcase their personal style in Guess denim, resulting in a flood of UGC and organic engagement. Similarly, Aerie’s #AerieREAL campaign partnered with body-positive micro-influencers, celebrating real, unretouched women. This approach resonated deeply with audiences, boosting brand loyalty and sales by providing targeted, authentic endorsements.

Enhanced Engagement Metrics

Engagement on TikTok goes beyond likes and comments. Features like duets, stitches, and live streams enable users to interact with content dynamically. For instance, the “Duet” feature allows users to create split-screen videos interacting with other users’ content, providing brands with unique ways to engage their audience. The National Football League (NFL) and National Basketball Association (NBA) utilised this feature to engage fans, encouraging them to duet with players and create their own game-day content, boosting fan interaction and brand visibility.

In addition to these strategies, brands have also humanised themselves through active engagement in comment sections. By using their company accounts to interact with users, brands like Duolingo and Ryanair have fostered a more relatable and approachable image, further enhancing their appeal on the platform.

Innovative Advertising Solutions

TikTok offers diverse advertising options that cater to different marketing objectives. From in-feed ads and branded hashtag challenges to branded effects and top-view ads, the platform provides various formats for brand promotion. 

Marc Jacobs exemplifies innovative brand campaigning on TikTok by collaborating with niche TikTok comedians and influencers. For instance, the brand’s recent campaign featured creators and models like Alex Consani, who brought humour and high fashion together in a unique blend. By engaging these influencers, Marc Jacobs tapped into their unique styles and follower bases, crafting a campaign that felt fresh and highly engaging​, like it had never been done before. This approach not only increased visibility but also aligned the brand with Gen Z’s preference for authenticity and creativity in marketing.

Conclusion

TikTok’s impact on digital marketing is profound, driven by its emphasis on authenticity, user-generated content, and innovative influencer partnerships. While the digital space is increasingly saturated and standing out can be challenging, being attuned to TikTok trends and understanding what resonates with audiences is already half the battle. By staying in tune with the platform’s dynamic environment and leveraging its unique features, brands can build stronger connections with their audiences and achieve significant marketing success. As TikTok continues to evolve, it will undoubtedly remain a pivotal force in shaping the future of digital marketing, setting a precedent for other social media platforms (like Instagram and Facebook) to follow suit.

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Background and Career Journey

Question 1: Could you please share a bit about your background and how you got started in the event management industry?

Nigel: I am British by birth, though I’ve spent the majority of my life abroad. From the age of three onward, I’ve resided in various countries including The Netherlands, Dubai, Saudi Arabia, and my current home, Singapore. My journey into the event management industry began serendipitously. Freshly graduated with a Bachelor’s degree in Hotel Management from Hotelschool the Hague, I was casually browsing job opportunities on the school’s intranet.

One day, I stumbled upon a part-time position within the events team at the headquarters of the International Congress & Convention Association (ICCA) in Amsterdam. Little did I know that this chance discovery would shape my career. My initial application for the part-time role eventually led to a full-time position, marking the commencement of my seven-year tenure with ICCA. During this time, I orchestrated a multitude of events worldwide, honing my event management skills.

In 2010, an opportunity emerged at Singex Exhibition Ventures (Singapore EXPO) in Singapore. This transition allowed me to immerse myself in large-scale trade and consumer exhibitions, along with conferences, as part of the project management team.Following my rewarding stint at Singapore EXPO, I was approached by an Australian consultancy firm that specializes in destination and venue advisory. I joined their ranks and have since dedicated my efforts to this consultancy, contributing my expertise to the global business events landscape.

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Question 2: What attracted you to Kingscom Worldwide, and could you tell us about your current role / Kingscom projects as our Event Lead?

Nigel: What drew me to Kingscom Worldwide is the strong alignment I share with Mike Richters, the Agency Lead, in terms of our approach to collaboration with complementary partners. This strategic vision revolves around seamlessly integrating various services to provide comprehensive solutions with clients at its core. With a two-decade background in the international business events sector, I am well-equipped to serve as a central resource for clients, streamlining their event-related requirements and allowing them to concentrate on their core goals.

Presently, in my capacity as the Event Lead, I’m engaged in several impactful projects under the Kingscom banner. Notably, we are working with the Netherlands Enterprise Agency (RVO) for a significant undertaking—the creation of The Netherlands Pavilion at the upcoming Seafood Expo Asia scheduled from September 11th to 13th in Singapore. Our involvement spans diverse areas, including extending marketing support to enhance the Dutch presence, meticulously overseeing the entire construction process of the pavilion, facilitating accommodation and transportation arrangements, and managing the project as a whole. Our comprehensive management of these intricate details ensures that RVO can effectively concentrate on nurturing the Dutch delegation and achieving their key objectives.

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Insights into Event Management

Question 3: What, in your opinion, sets Kingscom Worldwide apart from other event management agencies?

Presently, in my capacity as the Event Lead, I’m engaged in several impactful projects under the Kingscom banner. Notably, we are working with the Netherlands Enterprise Agency (RVO) for a significant undertaking—the creation of The Netherlands Pavilion at the upcoming Seafood Expo Asia scheduled from September 11th to 13th in Singapore. Our involvement spans diverse areas, including extending marketing support to enhance the Dutch presence, meticulously overseeing the entire construction process of the pavilion, facilitating accommodation and transportation arrangements, and managing the project as a whole. Our comprehensive management of these intricate details ensures that RVO can effectively concentrate on nurturing the Dutch delegation and achieving their key objectives.

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Question 4: Could you share an example of a particularly challenging event that you and your team successfully managed?

Nigel: One of the most notable instances that comes to mind is from my early days in Singapore. An art exhibition titled “A Moving Masterpiece: The Song Dynasty As Living Art.” This event posed a significant challenge due to its scale – encompassing an expansive 10,000 square meters of space. At its focal point was a remarkable animated rendition of Qing Ming Shang He Tu, spanning an impressive 128 meters by 6.5 meters. This reproduction had garnered immense attention as the standout feature of the China Pavilion during the preceding year’s Shanghai World Expo, marking its inaugural showcase beyond greater China in Singapore.

Within the organizing team, I shouldered the responsibility of orchestrating the entire ticket sales process for this event, which resulted in a ticket revenue exceeding SGD 1 million. Throughout my career, this event remains unmatched in terms of size and duration. While it did entail its fair share of sleepless nights, it is also one of the most fulfilling accomplishments I’ve had in my career.

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Industry Trends and Advice

Question 5: What recent trends do you see shaping the future of the event management industry?

Nigel: From my perspective, what distinguishes Kingscom Worldwide is its distinctive focus on clients, combined with an extensive network of reliable and trusted partners. This unique combination enables Kingscom to readily adjust its resources to match the exact requirements of each client. This not only streamlines the client’s experience by consolidating interactions to a single point of contact, but it also guarantees cost-effectiveness, as clients only invest in the services they truly require.

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Question 6: For aspiring event professionals, what advice would you give to help them succeed in this industry?

Nigel: My one piece of advice would be to never stop learning and stay curious. Last year I was part of the first batch of graduates in the world to receive the Certified International Convention Specialist (CICS) from the International Congress and Convention Association so am a testament to the benefits of lifelong learning. Join your local and international trade associations to enjoy the education, networking and business opportunities this presents. Getting actively involved will enhance your knowledge, broaden your network for career opportunities, generate business leads and allows you to be up-to-date on all the latest and greatest within the industry.

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