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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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A Transition to Support the Brand

Timing is a key consideration for every marketer. Amazon had impeccable timing. The site launched when the idea of a virtual bookstore intrigued and thrilled audiences who flocked to the site, first for curiosity, and then for sheer convenience. Amazon was also quick to consider the benefits of selling through personalization (without ever infringing upon the rights of the user to the extent of feeling pestered). Like the very best bookstores, it swiftly learned shoppers’ preferences and made relational sale recommendations. As a result, the visitor instantly felt “involved” with the site. Amazon asks every visitor his or her opinion with respect to product reviews, and always has something new and fresh to ...

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