It was with great interest that I read the current issue of BusinessWeek, and in particular their article on Amazon entitled “Marketing is for Dummies”.
In it, they claim that Amazon refused to contribute to the article because executives there “don’t spend much time on branding.” An interesting statement, yes, but in reality I’d say that Amazon actually spend a tremendous amount of time on branding, just not in the traditional way.
To quote the article: “By investing back in the user experience, you get high loyalty and repeat usage.” To me, this is branding.
As our world changes, the idea of branding is also changing. In an open-source environment where Google, YouTube and indeed Amazon are the first places where people go to check out what brands really offer, then the traditional idea of ‘branding’ through image making (logo’s, identities, advertising campaigns etc) will continue to deliver lower value relative to investments in innovation, platforms and increasing the overall utility offered to the consumer.
In case we needed any more evidence, Amazon demonstrates that this truly is a world where what you do matters much more than what you say.
Beautiful ad for the Swiss snowboard apparel company Zimtstern directed by Marco Lutz. There is also a video in this link with a making of video, shows how amazing things can be created with a lot passion and hard work from a team and a brand willing to take the risk.
I just saw this image of NYC’s newest anti-obesity campaign. I personally think it goes a bit too far. I’m a healthy person but this image is pretty vulgar.
Yes, we’re a nation (or a city?) wrought with obesity, but we’re also a nation (and especially a city) wrought with eating disorders on the other side of the spectrum, and with pretty warped body-image ideals and standards.
Just thought I would upload the image of the new Starbucks ad that Paul was referencing in his latest post.
The tone of voice is surprisingly arrogant - and doesn’t feel very true to the brand (and especially counter to their current trial strategy of NOT branding stores Starbucks and having them take on a more local, around-the-corner-coffee-shop feel).
Maybe it’s a situation of too many agencies in the kitchen each executing their own visions of the Starbucks brand…?
