Zappos CEO: How to Build a Brand Without Spending Big on Ads

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Zappos CEO Tony Hsieh has not only built a $1 billion a year sales company but also a leading example of how brands are built that rely less on advertising and marketing.

The company’s approach to building its culture and promoting its brand through customer service has gained adherents from organizations large and small. One of its unusual approaches: Zappos offers every employee $1,000 after their first month of training to quit. This is designed to weed out those who haven’t bought into the Zappos Way.

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