In 2022, Elon Musk was the most hated CEO on Earth.
Today, he’s flexing Cybertrucks, creating a political party, and has millions of obsessed fans.
It’s not an accident—it’s the smartest branding move you’ve never heard of.
Here’s how he's doing it: 🧵
Today, he’s flexing Cybertrucks, creating a political party, and has millions of obsessed fans.
It’s not an accident—it’s the smartest branding move you’ve never heard of.
Here’s how he's doing it: 🧵
Remember when every headline called him toxic?
Tesla plummeted from America's most admired brands.
SpaceX's reputation crumbled.
Polls showed the public turning against him in droves.
Most CEOs would panic. But Musk? He saw opportunity...
Tesla plummeted from America's most admired brands.
SpaceX's reputation crumbled.
Polls showed the public turning against him in droves.
Most CEOs would panic. But Musk? He saw opportunity...
While other CEOs would've hired crisis PR firms, Musk did the opposite.
No apology tours or damage control campaigns.
Instead, he started showing up everywhere in the same outfit: black tee, hoodie, jeans.
This wasn't laziness. It was psychological warfare:
No apology tours or damage control campaigns.
Instead, he started showing up everywhere in the same outfit: black tee, hoodie, jeans.
This wasn't laziness. It was psychological warfare:
Observers noted his approach mirrors Peter Thiel's playbook.
Thiel's tactics? Embrace outsider status. Turn controversy into brand fuel.
Use provocative authenticity to dominate discourse.
Musk took this approach and weaponized it:
Thiel's tactics? Embrace outsider status. Turn controversy into brand fuel.
Use provocative authenticity to dominate discourse.
Musk took this approach and weaponized it:
The black hoodie became his uniform.
He wore it on live streams, product launches, social media posts. Always the same minimalist look.
Then X launched merch—only in black, with subtle logos.
It sold out quickly. But the strategy went deeper:
He wore it on live streams, product launches, social media posts. Always the same minimalist look.
Then X launched merch—only in black, with subtle logos.
It sold out quickly. But the strategy went deeper:
The hoodie worked because it signaled "I'm still the same guy building rockets and EVs."
Not some corporate suit. Not a politician.
Just an engineer focused on the work.
But the real genius was what came next:
Not some corporate suit. Not a politician.
Just an engineer focused on the work.
But the real genius was what came next:
Musk turned authenticity into armor.
Critics demanded explanations—he posted memes.
He used humor and irreverence to deflect attacks.
Every "unprofessional" move strengthened his anti-establishment image.
His core fan base energized:
Critics demanded explanations—he posted memes.
He used humor and irreverence to deflect attacks.
Every "unprofessional" move strengthened his anti-establishment image.
His core fan base energized:
The results are measurable.
X's minimalist merch became a viral sensation. The black hoodie spread as a meme.
His direct connection with fans redefined his public image.
He transformed criticism into cult loyalty.
X's minimalist merch became a viral sensation. The black hoodie spread as a meme.
His direct connection with fans redefined his public image.
He transformed criticism into cult loyalty.
But here's what nobody's talking about:
This rebrand wasn't just about saving face. It was Phase 1 of a bigger plan.
Musk announced he's forming the "America Party."
And that hoodie? It's positioning for politics:
This rebrand wasn't just about saving face. It was Phase 1 of a bigger plan.
Musk announced he's forming the "America Party."
And that hoodie? It's positioning for politics:
Think about it.
Politicians wear suits to signal they're insiders. Musk wears hoodies to signal he's not.
His minimalist aesthetic appeals to voters tired of both major parties.
The visual rebellion becomes political capital.
Politicians wear suits to signal they're insiders. Musk wears hoodies to signal he's not.
His minimalist aesthetic appeals to voters tired of both major parties.
The visual rebellion becomes political capital.
The anti-establishment image fuels his political messaging.
His direct engagement style bypasses traditional media.
The casual look reinforces promises to challenge the status quo.
It's calculated positioning for disrupting the midterms.
His direct engagement style bypasses traditional media.
The casual look reinforces promises to challenge the status quo.
It's calculated positioning for disrupting the midterms.
The lesson?
When your reputation tanks, you have 2 choices:
Play defense and apologize, or double down on who you are.
Musk chose option 2 and turned backlash into a movement...
When your reputation tanks, you have 2 choices:
Play defense and apologize, or double down on who you are.
Musk chose option 2 and turned backlash into a movement...
He weaponized his personal brand into something bigger.
• xAI and X merged quietly
• Each brand feeds the others
• Ford partnered with X's community
No flashy ads. Just pure ecosystem leverage.
That's the real power move...
• xAI and X merged quietly
• Each brand feeds the others
• Ford partnered with X's community
No flashy ads. Just pure ecosystem leverage.
That's the real power move...
Most people build personal brands to get famous.
Musk built his to unlock billion-dollar partnerships that traditional CEOs can't access.
That's how influence opens doors that money and credentials can't.
And that's exactly why Thoughtleadr was created...
Musk built his to unlock billion-dollar partnerships that traditional CEOs can't access.
That's how influence opens doors that money and credentials can't.
And that's exactly why Thoughtleadr was created...
@ThoughtleadrX is your done-for-you personal brand service that turns invisible founders into industry leaders.
We handle everything:
• Posting for consistent value
• Content creation for authority
• Outreach that puts you at the top
Founders get ALL of the visibility...
We handle everything:
• Posting for consistent value
• Content creation for authority
• Outreach that puts you at the top
Founders get ALL of the visibility...
To date, we've helped 140+ founders get:
• 3+ Billion Views
• $120+ Million in Revenue
- Without lifting a finger
This is how you create your own lane to success.
Want to see how we can do this for you?
Get your FREE assessment here:
thoughtleadr.typeform.com/to/mv1dalwz?ut…
• 3+ Billion Views
• $120+ Million in Revenue
- Without lifting a finger
This is how you create your own lane to success.
Want to see how we can do this for you?
Get your FREE assessment here:
thoughtleadr.typeform.com/to/mv1dalwz?ut…
Thanks for reading!
About us:
2 years ago, we ( @thefernandocz & @timjcarden ) built @ThoughtleadrX.
A premium media agency building personal & company brands for founders, execs & investors to dominate socials.
If you enjoyed this, please RT & follow for more breakdowns!
About us:
2 years ago, we ( @thefernandocz & @timjcarden ) built @ThoughtleadrX.
A premium media agency building personal & company brands for founders, execs & investors to dominate socials.
If you enjoyed this, please RT & follow for more breakdowns!
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