An Evocative E-Commerce Name That's A Force of Nature
When Jeff Bezos created Amazon in the 1990s, many alleged "branding experts" thought he should have named the company "Books.com." Bezos knew better. He understood that you can't build a lasting brand, one that can grow above and beyond mere commodity-value associations with the goods and services it offers, if it is saddled with a boring, generic name that is only about such goods and services. Look no further than Pets.com et al to see just how right he was. Bezos realized that only a very different, evocative name like "Amazon" would set his brand apart from the thousands of newly hatched Internet companies launching every month. The name Amazon metaphorically evokes depth, breadth, power, speed, flow and an awesome force of nature, all of which the company has come to embody in the world of e-commerce.
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