Tom Westmacott
4K posts

Tom Westmacott
@twestmacott
Creating a driverless future Elsewhere: @[email protected], https://t.co/hOe2xigBtN


Both NIO’s branding and strategy are an utter dumpster fire: Firefly name: that's what Denza did with their first model, it was called the Denza Denza, that was weird, so it was quickly changed to Denza 400. Firefly brand: still no clarity about the swapping situation. Li Bin didn't mention it. So we are still not sure if Firefly will use NIO's swapping network or a separate network. NIO's network is already under pressure from Onvo, with different battery sizes than NIO, and the ET9 will add yet another new-size battery pack. The ET9 is NIO's new flagship but with the $110K price tag is won't significantly boost NIO's sales.


Marketing to millennials is all about story telling. Marketing to Get Z is about "vibes". Millennials are interested in the narrative of a product or brand. "Tell me about its background" and "Make this make sense to me - why should I feel a certain way about this?" Millennials powered the massive trend of origin stories in cinema. They wanted to know what happened to Batman that made him dress up like a bat. They wondered "What was Captain Kirk like in Star Trek university?" Gen Z are about the vibes. It doesn't need to make sense, it needs to create an energy in the moment that stands out from boring, everyday life. It's OK to be detached from reality if it feels good - in fact it makes a story even better if it's weird. Gen Z scroll for hours through 15 second videos looking for "the vibes". Each video is disconnected from the one before. They're not looking for stories that unfold, they are looking for things that stand out. A millennial would have made a @Jaguar commercial that took the brand back to its roots. You would have seen grandad in his Jag, then Dad and now a new generation of Jaguar owner enjoying the spirit of freedom and swagger from the brand. It would make sense and it would have a story. Gen Z'ers made the new #Jaguar ad - we know this because it makes no sense, it doesn't even feature a car, it's weird and full of ... vibes. Millennials can't understand the obsession with nonsense in their younger peers. Gen Z think millennials are dull and conformist and can't appreciate something for what it is. If you are a marketer whose job is to sell to millennials, tell them a powerful story that makes the incredible seem plausible. If your job is to sell to Gen Z show them a spectacle that breaks them away from the mundane. The question now is - can Gen Z afford to buy a Jag? Because the brand just totally lost millennials.









end of an era






DHL lost my package lol… 🥴



















