Today the media awaits Lance Armstrong’s confession on Oprah Winfrey (which will air on Thursday) that he used performance enhancing drugs while winning seven Tour de France victories. Anyway he spins it, he has violated the public’s trust and this could have a potentially devastating impact on Livestrong, the charity he founded. There is a great risk when one individual comes to symbolize a brand.
Founded in 1994 by Jeff Bezos, as an online bookstore, Amazon has become an online retailer of just about everything. They have taken a simple premise “The Customer Is Always Right” and translated it to the digital age. Amazon’s goal is to be the most customer centric company on the planet. They have figured out what I wanted often before I new I needed it. Amazon focuses on delivering to consumers, selection, price and convenience. Free shipping on orders over a minimum total is huge plus. One of Amazon’s most important innovations was The Kindle E-Reader that was launched in 2007, created the E-Books category and made it possible to order and receive a book in seconds.
Amazon is not perfect. There have been many complaints about working conditions in a number of its distribution centers. It is something the company is trying to improve.
For me, the Amazon Brand enables freedom of choice, exploration and discovery from wherever I am. It’s difficult for brick and mortar retail to compete with the selection, convenience, price and personalization that Amazon delivers.
In your opinion who is the most trusted brand that you do business with?