No Simple Solution for Amazon

Share this content:
In response to "Amazon Must Alter Its Brand Strategy" in the Nov. 19 issue, I'd like to say it's not that simple. To suggest that Amazon seek profitability by retreating to its core profitable lines and create brands to sell other items might be inappropriate.


Just changing names to create a new brand does not always work. Remember Tab, the diet cola that Coke marketed. I'm not sure it still exists, but Diet Coke certainly exists.


Sometimes the apparent same marketing approach that works in one case fails in another. Remember the Edsel, which Ford tried to market as a new car line. It failed, as did the Eagle that Jeep tried to market, yet Acura, Lexus, Infinity and even Saturn seem to have done well.


To decide to ignore the brand value created over time and launch a new brand instead of a brand extension program requires a reason. Sony has extended its brand name over TV sets, Camcorders, game consoles and even computers. To suggest that Wal-Mart sells way too many types of products is ridiculous.


I can't offer Amazon a simple solution, but retreating to its core profitable lines might be a short-term solution that misses the greater potential. I repeat, it's not that simple.


Mitch Schultz, Director of direct marketing, Alloy


Mitchs@alloy.com



close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above