Today, on 25 Jul 2018, markets are dominated by these three rules:
1) Digital experience is the most important experience;
2) More content is made now than ever before, and more decisions are influenced by it;
3) Globalization is speeding up, more companies are selling outside their original territories.
To expand in such markets companies use the Entry strategy and soft values (Soft Entry). Entry strategy is the use of a sub-brand to enter a new market and later promote the whole product portfolio – a marketing Trojan horse. Soft values are values accepted by customers without objective evaluation – trust, innovation, tradition, cool factor, etc.
One of the best sub-brands to use for Soft Entry is the CEO brand.
After evaluating most (read: some) of the top CEOs in the world it is my conclusion that The Annual Award For The Softest Entry CEO should go to Elon Musk, CEO, Tesla & Space X. His amazing content frequency and consistency, and his ability to offer value to almost everyone alive has made him a powerful Soft Entry brand for almost any market in the world. While this does not benefit Space X much, Tesla will benefit as their production catches up with their brand equity.
Congratulations to Elon Musk, the Softest Entry CEO of the 2018.
Runner ups were: Oprah Winfrey, Jack Ma, Mark Zuckerberg, Warren Buffett, Tim Cook, Jeff Bezos, and Bill Gates.
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