Has Amazon Finally Lost Its Mind?

David Brier
Aug 27, 2017 · 2 min read

Just when you thought Jeff Bezos could do no wrong, here comes Amazon Prime Music.

Tonight after dinner, I opened up my Amazon Music app and was faced with this (don’t tell me I didn’t warn you):

Huh?

“The only music streaming service with free two-day shipping”? WTF?

Streaming? Shipping? Is anybody out there?

Let’s look at some other ways we can apply this unique form of marketing logic:

  • The only vegan restaurant serving grass-fed beef.
  • The only all-you-can-eat buffet with portion control.
  • The only electric car to get 40 miles to the gallon.
  • The only high-caffeine decaf coffee chain.
  • The only all-night-diner open from 7 am to 7 pm.
  • The only mass-produced one-of-a-kind (fill in the blank) available!

Really Amazon, what the heck does two-day shipping have to do with streaming music?

That’s like offering grass-fed vegan burgers!

The lesson?

When branding, be real. Be authentic. And stop drinking too much of your own koolaid.

In other words, don’t mix things that don’t belong (like cheap chocolate mints with anchovies and hand-picked olives).


Originally published at www.risingabovethenoise.com

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David Brier

Written by

Google’s #1 rebranding expert & author of Amazon bestseller Brand Intervention. Slayer of the mundane. Unleasher of awesome. http://www.risingabovethenoise.com

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