Hasta La Creative!

Amazon turned heads with its news that it’s thinking about using unmanned aerial drones to get packages delivered to customers in as little as 30 minutes. But some are suggesting that it could be a business-killer for other if it becomes a reality, with the potential to drive already-struggling smaller retailers out of business, something Amazon has been doing for years.

So shouldn’t these specialized online-only merchants be petrified of Amazon’s drones? The quick answer: No, not at all. In fact, it’s further proof that companies must take ownership of their brand in the digital channel and stand out. The more specialized and unique the retailer, the better chance it has of surviving. Digital strategies are the keys to success, specifically through an integrated digital blend of content, community and commerce. Sure, retailers should be mindful of how Amazon’s drones could be disruptive to their business, but they should be more concerned with what sets them apart, and content is the avenue.

Story is the essence of a brand

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