• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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The tablets of Amazon fail to catch fire

Should Amazon even offer a tablet?

A few weeks ago, Amazon announced a new line of tablets: the Fire HDX 8.9, 7, 6 and Kid’s Edition, as well as an updated E-Reader that Amazon is calling the Kindle Voyage.

I’m telling you these names for one simple reason — I anticipate you, like many of us, were just as unaware of the names of any of these Amazon products as me. These five new devices hardly made a blip on anyone’s interest radar because the brand architecture makes little sense. What’s the difference between them all?

What should Amazon do to sell this?
What should Amazon do to sell this?

That’s quite the opposite of the frenzy surrounding the new iPhone line and potentially updated iPad (slated to be introduced this Thursday) or the Samsung Note 4 or Galaxy Tablet. These products are on most everyone’s radar because, in part, their architecture is easy to understand.

This is not the case with Amazon.

In addition, Amazon has its hands in a bit too many cookie jars. Yes, the company has mastered the online retail experience, offering nearly everything you want (including its expertise). Yet, offering an abundance of mediocre tech devices on its main stage is unnecessary.

Take the Fire Phone, for instance. Amazon had high expectations for the device. The company set the bar high, pricing the device just as high as the iPhone 5S and Samsung S5. Yet, the public didn’t see the Fire as an equal. To date, the device has sold around 40,000 units prompting Amazon to quickly lower the price to 99 cents.

I wonder how many failed devices it will take Amazon to wake up? I’m reminded of the phrase: “Because you can should you?” No, unless Amazon adjusts its brand so it is a brand of services not products. Right now, that’s how consumers see its tech products, as simple delivery systems for its services.

If Amazon wants to be a brand about products that you hold in your hand, then a brand adjustment is needed to gain permission. And get rid of the crazy brand architecture.

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