A collaboration of client and agency with a shared view on the value of brand.
Truly Deeply Founder; David Ansett and Alex McBride founder of THE:5th were recently invited to present at a conference run by Reliable Education for their platinum partners. The conference delegates all represent part of the changing face of retail; businesses and brands who sell predominantly or entirely through Amazon.
Together David and Alex told the compelling story of THE:5th, how they had built an enormously successful online brand and the strategy we developed with them to launch the brand for new growth.
The brand challenge for these business owners is significant and represents a fresh nuance where the channel and customer is owned by Amazon. In most cases the result of this etail relationship is that the brand owner never considers or creates a brand. In effect these business owners are unintentionally positioning themselves as a commodity – a sure-fire strategy for failure in this hyper-competitive marketplace.
Contrary to how brands typically exist in this third party online marketplace; we believe that every brand needs to own the relationship with it’s customer. Just as restaurants delivering through Uber Eats need to ensure they build a relationship with their customers alongside the platform relationship, business and brand owners selling through Amazon (or any other third party platform) need to work twice as hard to build a parallel customer relationship of their own. He (or she) who owns the customer relationship, owns the long-term brand equity. By failing to build a brand of their own, business owners are undermining their ability to compete on more than price and their ability to build upon and capture the long term value of their hard work, especially when it comes time to sell.
You can find out more about THE:5TH and our work together here…
Dave Ansett
David is the founder of Truly Deeply, a Melbourne branding agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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Pics Courtesy Reliable Education.
Reliable Education was founded with the simple intention of providing its customers with educational resources and communities that lead to the establishment of reliable online income streams.