From humble beginnings as a bookseller, to becoming a distribution powerhouse, healthcare provider, entertainment producer, creative studio and more, Amazon has solidified its position as a mainstay on Interbrand’s annual Best Global Brands ranking. The Seattle-based company has consistently demonstrated its ability to navigate shifting customer expectations, challenge convention, and drive exponential growth.

On par with their mission to be “Earth’s most customer-centric company,” Amazon is capturing consumer mindshare while maintaining its elastic and innovative focus.

“We’re looking at categories where we believe the customer is massively underserved,” VP Global Brand and Marketing Claudine Cheever said on Amazon’s approach to expansion, which includes Amazon’s commitment to health care.

“Health care is an important area where we think we can meaningfully improve the customer experience by making it easier for customers to find, choose, afford, and engage in the care they need to get and stay healthy,” Cheever said.

As Amazon expands into new verticals, reinforcing the company’s ability to offer value, selection, and convenience across all its products and services is central to its marketing strategy. In today’s rapidly evolving media landscape, building real, human connections through creative storytelling is a priority and digital has become a key focus to reach customers where they are.

 

“I think we’ve really seen that shift in continuing to focus on channels in the digital world,” Cheever said, alluding to the rise of 24/7 connectivity, “but what’s exciting about digital channels and dynamic content optimization is that it puts creativity back on the map, and creativity becomes the lever for success.”

The neuroscience behind marketing and brand building has also been top of mind for Cheever this year, particularly as the wider industry grapples with the rising debate of brand versus performance marketing.

“The dialogue around ‘long-term versus short-term’ is a very limiting way of looking at it,” Cheever said. “As marketers, I think it’s really important to have full-funnel responsibility and ownership no matter where you control it – that’s really our responsibility to the customer.”

At a time where CMOs face greater pressure than ever before, Cheever highlights the importance of listening and understanding where your business and budgets are going.

“We continue to invent to make our customers’ lives better and easier every day and we recognize that every touch point is an opportunity to listen and learn from the customer and to build on the trust we’ve earned through the years,” Cheever said.

“As marketers, I think it’s really important to have full-funnel responsibility and ownership no matter where you control it – that’s really our responsibility to the customer.””

Claudine Cheever, VP Global Brand and Marketing, Amazon

Today, consumers are increasingly gravitating toward brands that display transparency and make strong efforts to earn customer trust. With that in mind, Amazon has made moves over the last five years to address pressing social and economic challenges. This includes growing the company’s education programs, food insecurity and housing initiatives, making outsized progress on its Climate Pledge and reducing its carbon footprint. The company has 15,000 electric delivery vehicles on the road in the US, and has committed to 100,000 by 2030. Amazon recently announced that hourly members of its front-line team will be getting at least an additional $1.50 per hour, which will bring their average base wage to more than $22 per hour and average total compensation to more than $29 per hour when you include the value of their elected benefits.

Through a powerful combination of trust-earning executions happening today and forward-thinking initiatives building a better future for tomorrow, Amazon has transcended household name status, becoming a true life resource for millions.

 “We’re fortunate to be a part of people’s lives every day,” Cheever said.