Now let's talk about Tesla. Their endgame is to be like Apple, but for cars. That means selling a high-margin product, but at volume competing against other lower-priced competitors. That car will probably be the Model 3, a $35k car that sells against a Chevy Volt, Nissan Leaf, and BMW i3. To get there, Tesla needs to first create a brand, namely "it's what the cool people drive". Branding isn't your name, logo, motto, or anything conscious. Branding is about unconconscious emotions. People move from Android to iPhones (and rarely the other direction) simply because of the emotional feeling that it's why the cool kids own. It's like buying a kid an XBox for Christmas, which objectively meets the kid's needs better any other console, but having the kid cry because all the cool kids at school have PlayStations. Tesla is trying to create a brand that'll cause kids to cry if you don't buy them one when they turn 18.