“Corporate Real Estate Journal looks at serious issues both global and local that impacts or may impact our industry at a level of detail that provokes questions and debate with its readers.”
Winning against a dominant brand
Journal:
Click the button below to download the full text of the article.
Abstract: The successful e-commerce-first brands competing against Amazon provide a road map for any firm going against a dominant player in any category. These brands engage in strategic jujitsu by exploiting Amazon’s vulnerabilities — an impersonal/functional image, being the everything store without in-depth credibility in anything, and often having the personality of a-powerful giant lacking humour or warmth. Strategies that work include developing credibility for their subcategory, a simpler choice set, a brand community, a higher purpose, a personal touch, being the feisty underdog, positioning to highlight advantages and expanding the distribution footprint by adding storefront synergies.
Keywords: underdog brands, e-commerce strategies, dominant brands
David Aaker is Vice Chair of Prophet and Professor Emeritus, Berkeley-Haas School of Business. He is the author of 18 books including Owning Game-Changing Subcategories, Creating Signature Stories and Aaker on Branding and is a member of the American Marketing Association and the New York Marketing Hall of Fame.