(Courtesy of the state of New Mexico)

New Mexico Gov. Susana Martinez

The competition to attract a new Tesla lithium battery factory has gotten fierce. Arizona, Texas and New Mexico are finalists to partner with the electric carmaker.

New Mexico Gov. Susana Martinez said her state is seriously considering a special legislative session to decide what sort of economic incentives to offer.

Why are these states so willing to go the extra mile for Tesla? Michael Denning who teaches marketing at Arizona State University's W.P. Carey School of Business and national branding expert David Aaker discussed this issue.