Amazon vs. The World: The Importance Of Understanding Your Brand Purpose

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Look at the Amazon.com logo. Simple and straightforward, some may even call it meek. Look closer; notice the arrow. Notice where it stems from and where it lands: from A to Z, the whole shebang. Now turn your attention to the name of the company, called after one of the greatest natural treasures of our world, as well as one of the largest rivers. These two natural reserves shelter, nurture and provide much of our natural resources and, as the most biodiverse areas on earth, contain an unfathomable amount of trees and wild animals, some of which are on the verge of extinction.

Doesn’t seem so humble anymore, does it? When closely analyzed, the company looks like a laxly dressed goliath, ready to take over the world with a retailing solution that is always a decade ahead of its time.

Think about it. While others online retailers are doing what Amazon did in its early years, the company is branching out into intangible properties like digital spaces (in the cloud) and content (VOD and MP3). While others offer next day delivery, Amazon is exploring same day delivery with fresh food retailing and the infamous drones, their latest publicity stunt.

Amazon’s remarkable trajectory is based on one vision: The most convenient way to buy…anything. This is as complicated as managing their gargantuan inventory and the logistics machine to fulfill this promise. Its core, though, is actually quite simple: everything Amazon revolves around the consumer.

All advances in technology, information and innovation are driven by one single objective: satisfy customers. From its early start, when the purchase of a couple of books helped the company profile reading preferences so they could offer recommendations, to the futuristic view in which the pantry, the closet, and the bookshelves will be filled by one retailer in the most efficient and convenient way, the success of Amazon lies in understanding the problem that it solves.

Will the future of Amazon be sending you your shopping list 24 hours before you need it? That doesn’t sound too far-fetched to me. While some see this as a creepy big brother scenario, they fail to see that Amazon is gathering information not to sell it to third parties or to invade your privacy, but to simplify your life; to let you know that you are probably running out of printer ink and paper before you even notice; to give you a heads up that there’s a new novel by your favorite writer. When all attention is focused on one objective, the possibilities are endless.

Bravo, Amazon, for understanding that a brand is only successful when it has a mission that satisfies the needs and desires of consumers.  Thank you for understanding your role and always keeping us, loyal customers, happy and hooked on your services. 

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January 17th, 2014 0 comments Advertising / Branding Blogging / Branding Education / Branding Questions / Branding Strategy