Amazon.com founder Jeff Bezos built the premier cyberspace brand – but will his empire endure?
What does it take to build a great brand? Innovation and guts. Then throw in people who grasp the essence of that brand for good measure.
Years ago, conventional wisdom deemed that once you understood the product, you ran commercials on network TV to promote it. Now, agencies and their clients realize that a 30-second spot on the Super Bowl does not a brand make.
Our series “Brand Innovators” tells the success story of three brands.
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