"A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well."
– Jeff Bezos, Founder, Amazon.com
Sponsored By: Brand Aid
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2 comments
Mike Mirkil
November 21, 2007 at 3:45 pm
This exemplifies Amazon.com’s idea of a brand. Do everything better than the competition and you’ll succeed. But that’s only part of the story. That’s competing on a rational, not emotional level. A brand is about more than reputation and “trying to do hard things well.” The strongest brands have real meaning and resonate with their consumers. Strong brands have cultures that people want to be a part of. In today’s world, consumers are actively seeking out brands with which they can identify. These brands share a common ethos, or worldview, with their consumers. In this sense, brands are actually creating cultures. Amazon certainly has a culture, but “trying to do hard things well” is not it. The most successful brands will not only create a great reputation through their products or services, but create great brand cultures through their values and shared beliefs.
Susan Plunkett
November 24, 2007 at 4:48 am
Psychologically, the word “trying” begins the statement on the back foot or negative space.
It assumes an ‘excuse’ for not having succeeded is in the offing. It’s hesitant.
These are simple concepts but sometimes overlooked.
“Hard things” then add to the negativity. Serving me should be a pleasure and their process so sublime that it’s all easy.
“Well”. Well…errrr…ummm….
It’s kinda bland. 🙂
So a poor trinity. If I had a client posing this as their idea I would explain this nicely and propel them forward.
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