the zappos formula for branding

6% growth to US$537 million in sales – How does your business stack up? In 2019, Zappos, the online shoe retailer grew 6% compared with 2018 and reported sales of US$537 million. When current CEO, Tony Hsieh, was appointed in 1999, sales were US$1.2 million. Hsieh sold the business to Amazon in 2009 for US$1.6 […]

6% growth to US$537 million in sales – How does your business stack up? In 2019, Zappos, the online shoe retailer grew 6% compared with 2018 and reported sales of US$537 million. When current CEO, Tony Hsieh, was appointed in 1999, sales were US$1.2 million. Hsieh sold the business to Amazon in 2009 for US$1.6 billion.When asked the secret to his success, Hsieh commented as follows: “Our number one priority is company culture. Our whole belief is that if you get the culture right, most of the other stuff like delivering great customer service or building a long-term enduring brand will just happen naturally on its own”. “Your personal core values define who you are, and a company’s core values ultimately define the company’s character and brand. For individuals, character is destiny. For organizations, culture is destiny.” Brand and branding have more to do with culture than they will ever…

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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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