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  1. Why luxury brands are monetizing proximity — and risking symbolic dilution in the process
  2. Scotch Whisky report: US tariff relief wins reprieve for beleaguered industry
  3. Rodeo Drive Committee to mark US 250th anniversary with 31st edition of Concours d’Elegance
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Columns

Try this: Tesla and Airbnb’s bottom-up thinking vs. national down

July 17, 2023

Mike Fantis Mike Fantis

 

By Mike Fantis

Spending big on national branding campaigns does not necessarily equate to growth. Just look at Tesla, which after 15 years has only recently decided “to try a little advertising.”

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NEW INTELLIGENCE

MOST READ
  1. Why luxury brands are monetizing proximity — and risking symbolic dilution in the process
  2. Scotch Whisky report: US tariff relief wins reprieve for beleaguered industry
  3. Rodeo Drive Committee to mark US 250th anniversary with 31st edition of Concours d’Elegance
  4. Hermès, Brunello Cucinelli, Mytheresa, Bain and McKinsey win Luxury Roundtable Awards
  5. 1 week left! Claim your spot at Luxury Roundtable's Sept. 25 summit
  6. 9 days left! Have you registered for Luxury Outlook Summit New York?
  7. 3 weeks left! Register now for the Luxury Women Leaders Summit New York
  8. From ownership to proven worth: Why luxury is entering its most honest era yet 
  9. Spending on luxury homes projected to grow 6pc in US in 2026
  10. Bentley Motors breaks ground on its world-first branded residential development in Miami


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