• 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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Amazon Prime Day fits the brand

For years, people have teased Hallmark for creating holidays like Valentine’s Day, Mother’s Day and Grandparent’s Day just to sell more greeting cards. While not entirely true, these holidays certainly do boost Hallmark’s bottom line.

Amazon has also created its own made-up holiday. July 12th marks the second annual Amazon Prime Day, a holiday designed to prompt you to sign up to be a member, then buy stuff from Amazon.

Amazon Prime Day
Only Amazon could get away with something like Amazon Prime Day.

According to Amazon, last year’s Prime Day produced more sales than Black Friday (another made-up holiday). This year’s prime members-only holiday will have even more deals with prices either at their lowest ever or the lowest in the past 12 months. So now my $99 year gets me free two-day shipping, Amazon streaming services and an opportunity to buy low?

While I poke fun at myself and the millions of other Amazon Prime subscribers, the reality is that Amazon Prime Day represents Amazon’s brightest move.

What Amazon Prime Day means for its brand.

If you really think about this, Amazon Prime Day is on brand. The Amazon Dash button, same-day delivery and even Amazon Web Services for businesses represent what the Amazon brand is all about – lots of stuff, low prices, as easy as possible and a bit of discovery. It’s the sense of discovery that is missing from other retailers.

Amazon’s promise is so powerful that people will pay to have the privilege to use it. Think bout this: Consumers are still willing to pay Amazon for the future promise that Amazon will live up to its brand. Oh, and Amazon made up a holiday with a single purpose to get people to shop at its site. That is brand power.

Sure, Amazon gets some flack over Amazon Prime Day. It runs out of the really good deals too soon, for example. But those concerns pale in comparison to the numbers of consumers who will shop on July 12th because they have bought into Amazon’s brand.

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