OPINION: Elon Musk's recent announcement that Tesla will now be engaging in advertising has come as a surprise to many of the brand's fans. After all

Key Highlights :

1. Tesla is changing their advertising policy.

2. This change is not surprising, as the electric vehicle market has become more competitive.

3. Tesla has been able to maintain their dominant position due to their fame and the positive PR they have received throughout their history.

     Bill Bernbach, a legendary figure in advertising, famously said that creativity is the last unfair advantage a company can take over its competitors. It is clear that Tesla has been taking advantage of this for some time now, having built up a $1 trillion valuation without spending a single cent on advertising.

     However, this success was in part due to the enormous amounts of attention Tesla and Elon Musk have received, in the form of free PR. This has been a major asset to the company, but as the electric vehicle category matures and other brands start to catch up, this advantage has started to diminish.

     At the same time, Musk's reputation has taken a hit, making him less of a positive PR asset to the business. It is therefore no surprise that Tesla has decided to enter the advertising arena, in order to reach new audiences and gain a competitive edge.

     Advertising is an expensive way to achieve fame, but it is a necessary one in a highly competitive market. Tesla has enjoyed a moat of competitive advantages for some time now, but as competition increases, it is clear that the brand needs to take advantage of the power of advertising.

     It is clear that Tesla's decision to start advertising is a wise one, and it will be interesting to see what kind of creative campaigns the brand comes up with. As the electric vehicle category continues to mature, it is likely that advertising will become an even more important factor in the success of the brand.

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