Amazon Basics: Branding Advice for Jeff Bezos from 11 Marketing Experts

Fast Company, September 28, 2009 — This past weekend, Fast Company convened a virtual roundtable of marketing strategists and brand consultants solely for the purpose of advising Jeff Bezos, the founder of Amazon. The reason? Amazon Basics, Bezos' first foray into a private label product line. Shoppers can now buy blank DVDs and HDMI cables branded with the Amazon seal, with more products to be added to the line in the months ahead.

Product branding can do wonders for a company ("Intel Inside") or cheapen its brand (generic...anything). We convened a group of 11 experts to advise Amazon on how to do the former and avoid the latter.