The Debatable Power of Branding
My final Marketing Week column included a rant about Amazon UK and it’s shoddy treatment of myself as a recent customer. You will notice, however, that I have just pasted an Amazon affiliate link onto this blog!
I did so with a degree of excitement, reminiscent of the frisson I felt when the first Starbucks arrived in my neighbourhood. Soon after there were at least six Starbucks within a square mile! Today I look at Starbucks almost in the same light as McDonald’s – ie a no-go-zone for the non-zombie.
I mention this to show how, despite the power of brands, we consumers can and do have the power to fight back. For the moment, Amazon still holds sway over me. I am letting its pros weigh more heavily than its cons. I feel somewhat schizophrenic about this, which I think is a common feeling we have with brands.
If I’m honest, the part of me that enthusiastically signed up with Amazon as an affiliate did not even consult the side of me that is still simmering from its recent lack of consideration – I would go do far as to say rudeness - to me as a longstanding customer. So, branding has bought Amazon a degree of time. The question is, how much?
Watch this space.
UPDATE, 1.11.05: Things move rapidly on this blog! Blink and you missed it but my love affair with the "free delivery over £19 in the UK" Amazon ad is already over. Like Starbucks, it soon became a blot on the landscape.
UPDATE, 7.11.06: OK, it's back up there, but not so prominent. Let's see how long it lasts this time!
I did so with a degree of excitement, reminiscent of the frisson I felt when the first Starbucks arrived in my neighbourhood. Soon after there were at least six Starbucks within a square mile! Today I look at Starbucks almost in the same light as McDonald’s – ie a no-go-zone for the non-zombie.
I mention this to show how, despite the power of brands, we consumers can and do have the power to fight back. For the moment, Amazon still holds sway over me. I am letting its pros weigh more heavily than its cons. I feel somewhat schizophrenic about this, which I think is a common feeling we have with brands.
If I’m honest, the part of me that enthusiastically signed up with Amazon as an affiliate did not even consult the side of me that is still simmering from its recent lack of consideration – I would go do far as to say rudeness - to me as a longstanding customer. So, branding has bought Amazon a degree of time. The question is, how much?
Watch this space.
UPDATE, 1.11.05: Things move rapidly on this blog! Blink and you missed it but my love affair with the "free delivery over £19 in the UK" Amazon ad is already over. Like Starbucks, it soon became a blot on the landscape.
UPDATE, 7.11.06: OK, it's back up there, but not so prominent. Let's see how long it lasts this time!
posted by Rob at 7:18 PM
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