Occasionally, we at perini & associates will recommend a news article, book, blog post, research or a short video clip to view relating to public relations, marketing, organizational communication and business development. This “eperini Readview” references a article from ADWEEK relating to brands that have “determined who we are.” See if you agree–mbp
10 BRANDS THAT CHANGED THE WORLD, by Robert Klara
Contrary to legend, Jeff Bezos doesn’t do everything right.
When he quit his Wall Street job in 1994 to move to Seattle and start an online retail company, the first name he chose was Cadabra (as in abracadabra.) When someone confused it with “cadaver,” Bezos changed his mind, opting for Amazon.
The name is apt in many ways. While Bezos picked it so it would come first in a site search list (back then, they were alphabetical), he also liked it because it contained an “a” and a “z,” the thinking being that Amazon would one day sell everything, and all over the world at that.
Today, that is precisely what Amazon does. Need a lawn mower? An aspirin? A sweater for your dog? How about an e-book and an Amazon Kindle to read it on? With just a few clicks, any of these items is yours.
It’s not hard to guess what this formula hath wrought. Amid grumbles of Dickensian labor practices and driving mom-and-pop stores out of business, Amazon rules the global e-commerce kingdom. Its computers get some 35 orders a second, filled from warehouses in 18 states and 14 countries from Costa Rica to Luxembourg.
Amazon today does about $70 billion in sales. (When the site went down for 49 minutes earlier this year, it lost upwards of $6 million.)