![]() ![]() Discounting and unauthorized resellers can significantly diminish enterprise value – running counter to the interest of purpose-driven brands. In the face of all of this change, purpose-driven brands began to see the potential of Amazon as a brand and growth engine. ![]() Once considered a “bulldozer of brand equity”, Amazon has added brand building features, investing over $30 billion since 2019 to support its third-party sellers – who now represent over 55% of total sales on the marketplace. Amazon felt this more than any other retailer. ![]() At the same time, COVID completely changed consumer buying behavior, expediting their long march to digital. Social unrest, political divisiveness, and economic uncertainty led consumers to more actively seek out and engage with brand purpose. In 2020, several forces combined to drive the increasing influence of both Purpose-Driven Brands and Amazon. ![]()
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