Marketing Currents - Business and Marketing Current Events

Inside Jeff Bezos’s failed attempt to make Amazon “cool” like Apple and Nike


Amazon can squeeze a lot into a box.

Jared Ficklin was part of a secret team at a prominent design firm tapped with helping design and develop a watershed device from Amazon, the Fire Phone. The Fire Phone was going to be Amazon’s arrival in the design world. The Kindle was a breakthrough e-book reader, sure. 

Click here to read the story at

Discussion Questions:

  1. What is brand image?
  2. What is positioning?
  3. How does positioning impact brand image?
  4. How do you think Nike and Apple have been positioned as “cool” brands?
  5. In your opinion, is Nike a cool brand? Is Apple? Is Amazon?
  6. In your opinion, what makes a brand “cool”?
  7. Based on information from this story, what did Amazon do to try to position the brand as cool?
  8. Why do you think Amazon cares if the brand is perceived as cool?
  9. What could Amazon do to create the image as a cool brand? Be prepared to share your ideas.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.