differentiate by avoiding mediocrity

US$568.3 million and growing Zappos is the world’s biggest shoe store. It is online, of course, and was established in 1999. By 2019 sales had grown to US$568.3 million and it ranked 171 worldwide among retailers. A wholly-owned subsidiary of Amazon, Zappos is led by Tony Hsieh – the CEO since 1999. It is worth […]

US$568.3 million and growing Zappos is the world’s biggest shoe store. It is online, of course, and was established in 1999. By 2019 sales had grown to US$568.3 million and it ranked 171 worldwide among retailers. A wholly-owned subsidiary of Amazon, Zappos is led by Tony Hsieh – the CEO since 1999. It is worth considering some insights from Mr Hsieh: ‘Customer service shouldn’t be a department; it should be the entire company.’ ‘Zappos is a customer service company that just happens to sell shoes.’ Rising above mediocrity in one or more of these factors can represent a unique selling proposition. It certainly has for the likes of Zappos. If you are going to be cheap – be CHEAP. If you are going to offer service – offer EXCELLENT service and if you are going to offer convenience – be SECOND TO NONE.Marketing guru Seth Godin once said, ‘nobody recommends…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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