Yesterday I parsed the Amazon brand strategy explained by Shah Mohammed while offering that the “everything store” was not the most powerful claim Jeff Bezos and team could have made. It wasn’t bad mind you, but it left some value on the table. Today I promised to come up with a claim that trumped “everything store.” The key to branding is to set the strategy (like setting a hook) with proof. Or what I call a proof array — three proof planks.
We discussed yesterday that the three proof planks were extraordinary convenience, comprehensive selection and lower prices. A claim is best supported when the planks are closely linked to the claim. In harmony with the claim. Assuming these planks are right, and they certainly look right, how might we strengthen the claim?
I would look at the word store. Sure, everyone knows what stores are. That’s good. But not everyone has positive associations with stores. What about a word like bazaar. It’s a bit more communal, sensory and exotic. A different kind of experience. And Amazon is certainly a different kind of shopping experience. Bazaars are known for bargaining, so it delivers the low price story. And it hits comprehensive more directly as well.
When brand manager are looking to develop programs to further create brand value (and sales), I bet they will have more fertile ground to play on “bazaar” than with “store.”