#35 Building the car brand of the future with Polestar CMO Åsa Borg

Polestar is an electric car company known for its minimalistic design and technological innovations. We talked with CMO Åsa Borg about building a global brand, running a Super Bowl ad, the importance of design, her proudest moments & biggest challenges, and more. Learn more: https://generogrowth.com https://www.polestar.com/ https://www.linkedin.com/in/åsa-borg-4898b038/ https://www.youtube.com/watch?v=B4QI0VzbkHk (0:00) Introduction (0:43) What is Polestar? (5:03) Building a global brand (9:09) How the EV market has changed over the years (10:39) Polestar’s successful Super Bowl ad (14:34) Agencies vs in-house (16:52) Building a funnel and managing complexity (20:50) Media and channel choices (22:50) Competition and the future (26:39) Word of mouth and community (27:32) How Polestar thinks about design (31:17) Testing and learning  (34:08) Rapid fire: proudest moment, going public, biggest challenge, and how to hire the best talent