Tesla is the new Red Bull: Every brand wants to be it but can’t pull it off

by Yuyu Chen
Ulli Appelbaum placed an online order for Tesla Model 3 at 7:30 p.m. Pacific Time on March 31, an hour earlier than the car was even unveiled on a live stream. “What prompted me to buy the car unseen? Tesla’s and Elon Musk’s vision of a sexy world powered by electricity,” said Appelbaum, president of brand strategy firm First The Trousers Then The Shoes.Read the full article