Amazon Isn't Destroying Your Brand's Value. You Are.

By Edward Kummer, Former Chief Marketing and Digital Officer for Oakley at Luxottica Group

Amazon continues to dominate e-commerce, and e-commerce continues to dominate change in the world of retail.  In addition, within the last 4 to 6 months, there appears to be a tipping point representing e-commerce’s dramatic and everlasting impact on retail. Without a strong brand, e-commerce business, and strategy, many retailers, like Sports Chalet, are driven out of the market.  Numerous retailers are closing stores, including established brands such as Macy’s and Office Depot. The United States retail footprint, as measured by square footage per person, is ten times that of Europe, foreshadowing even more upheaval ahead.  Many business leaders are blaming Amazon for damaging their brand by discounting the price of their products and therefore the value of their brand.  This article is focused on Amazon’s impact on brands.  We will leave the overall retail environment for another day.

First off, the sole ownership and responsibility for one’s brand and its value lies within those running their brand.  The ability to focus on product and customer remains in the hands of those stewarding brands and no one else.  Anyone looking outside is distracting themselves from focusing on what is important — their own brand — and how to grow and improve it.