Marketing a sustainable brand in a dealer-free universe

Introduction to the three lunches cycle:
The awareness of the environmental challenges and social questions that our economic system is arising becomes a main concern for more and more managers. How to balance greater corporate sustainability and the reality of the business growth? Numbers of companies are changing the path and express their willingness to run business in a way that is compatible with the future of humanity. Some are basing their whole ecosystem on this principle. How can marketing supports these efforts without being perceived as doing « greenwashing »?

During our 3 next lunches, the BMMA will feature 3 speakers of 3 reknowned brands which global model is based on sustainability. They will talk about the successes, the opportunities and the pitfalls that companies choosing this trajectory are facing in their management and marketing efforts.

Introduction to the intervention of the day:
Tesla has never hidden its strategy « to enter at the high end of the market, where customers are prepared to pay a premium, and then drive down market as fast as possible to higher unit volume and lower prices with each successive model », to quote Elon Musk. And this, of course, without losing its purpose to collaborate to a more sustainable economy. Those challenges influence the traditional marketing concepts.

With the successfull announcement of the pre-order phase for its model 3, Tesla’s brand as never been such a hot topic. Ruben Evens will share with us how Tesla’s disruptive culture applies also to its marketing strategy.

Ruben Evens – Marketing & Event Manager, Tesla Motors

Ruben Evens has more than 15 experiences in driven sales and marketing management with experience in offline and online campagnes. As event coordinator of the world’s famous dance event Tomorrowland and skilled by Red Bull marketing management Ruben Evens was the right guy to develop marketing and event strategy of the brand Tesla for the Benelux.