Opinion | How to Destroy a Brand, Musk Style
Briefly

True story: When I won the Nobel Prize in 2008, Princeton quickly set up a special event on campus and reserved a parking space for me in front of Robertson Hall.But when I drove up in my 2004 Jetta, the security people frantically tried to wave me away.They clearly didn't find it plausible that a laureate would be driving such a modest car.
Read at www.nytimes.com
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