NEW YORK (AP) — Elon Musk has been called a Moonshot Master, the Edison of Our Age and the Architect of the Future, but he's got a big problem at his car company and it's not clear he can fix it: damage to its brand.

Agencies have been arguing until they're blue in the face that brand building is the key to sustained corporate growth. And, seemingly, the message is failing to hit home to an ever greater extent in today's tech and performance-dominated wilderness.