To begin with, I want to clarify the distinction when I say a ‘brand’ versus a business in this article. A brand although may be closely related to the overall business and in some instances the brand is the business, but not always one in the same. A brand needs to be created and built such as the operational aspect of any business. The brand and the business start on parallel paths and eventually if you succeed they merge into one, it creates a synergy. So why do most brands fail? They fail to merge. Building a brand that resonates and merges with the overall business isn’t a simple task.…
-
-
What is “Brand-mas”? – Why Amazon Broke Records This Holiday Season
According to multiple sources that track holiday spending (Mastercard Spendingpulse & Amazon), consumers spend increased 5.1% (Nov 1 – Dec 24) this holiday season verses 2017. Total sales were close to $850 Billion!! Amazon also reported this holiday season was their record breaking season as statistics show they shipped more than a billion items just in the United States! (They have not yet released their global numbers) But first… WHAT IS BRAND-MAS? The more I thought about consumer behavior during the holidays, I realized that purchasing habits for Christmas time holiday’s are a bit different than the shopping craze of Black Friday sales. Yes, many consumers purchase their holiday presents early on Black Friday but purchasing behavior is a…
