Here is a story I wrote in this week’s Top 100 Brands cover story about Amazon’s counter-intuitive and very effective branding strategy.
At Amazon, Marketing Is for Dummies
Instead of lavish ads, it invests in technology and distribution—and the results are startlingly effective
By Spencer E. Ante
The world’s best-known companies typically spend hundreds of millions of dollars a year on advertising and marketing to build their brands.
Not Amazon.com. The giant online retailer has created one of the world’s strongest brands by eschewing conventional tactics. Instead of shelling out big bucks for lavish trade shows and TV and magazine ads, Amazon pours money into technology for its Web site, distribution capability, and good deals on shipping. The result: a smooth shopping experience that burnishes the company name. “It is pretty unprecedented that their brand has ascended so quickly without a large marketing budget,” says Hayes Roth, chief marketing officer at brand consultant Landor Associates. “It’s not about splaying their logo everywhere. They are all about ease of use.”