Smart Branding for Electric cars

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Effective product branding is about putting the right frame around your value proposition according┬áto Mei Shibata, CEO of Essense Partners – an award-winning┬ástrategic marketing firm based in New York.

Mei uses the case of the electric cars to show how branding boils down to framing the value proposition. Despite the many advances the electric car has over the traditional combustion engine car, Mei’s research has shown that the biggest challenge facing the electric car is perceptional and related to the image the electric car has rather than technological, such as range, speed, charging time or the overall driving experience.

Mei points out that if you are not proactively doing your branding work, someone else is doing it for you and controlling the dialogue and setting the frame of reference for consumers.