How important is advertising to building the brand?
29 07 2004these are facts:
(1) According to the latest BusinessWeek/Interbrand survey, Amazon’s brand ranking rose 22% last year.
(2) Jeff Bezos: “We don’t do any television advertising, and we take all of the money that we would put into television advertising, and instead put it into things like free SuperSaver shipping [free shipping on most orders over $25], lower product prices, category expansion, and invention of new features.
We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service. That’s the philosophy we’ve taken from the beginning. If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”
A lot has been said about measuring the impact of advertising. I’ve never seen any approach substantiating it. A lot of metrics have been brewed; however, all of them compare advertising versus no-advetising; never advertising versus other alternatives of brand building (like investing every marketing nickel in the product/service itself).
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