News & Information

How Company Brands Navigate Controversy

Top of Mind with Julie Rose
  • Oct 1, 2018 9:00 pm
  • 16:52

Guest: Timothy Calkins, Clinical Professor of Marketing, Kellogg School of Management, Northwestern University, Author, “How to Wash a Chicken: Mastering the Business Presentation” Electric car maker Tesla and its controversial CEO Elon Musk settled a lawsuit with the Securities and Exchange Commission over the weekend. Musk was accused of securities fraud for misleading tweets about Tesla’s finances that affected its stock price. Musk and Tesla will each pay $20 million in fines and Musk will relinquish his role as the company’s board chairman, but he gets to stay on as CEO. What would Tesla be without Musk anyway? For better or worse, carmaker’s brand is wrapped up in Musk’s outspoken, often outlandish, identity.