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