- Startup Archive
- Posts
- Jeff Bezos on what founders need to understand about brands
Jeff Bezos on what founders need to understand about brands
“I think our most important piece of intellectual property is our brand name,” Jeff Bezos says of Amazon. “And I think this is very important for anybody who is going to start a company or market an invention to understand — brands for companies are like reputations for people. Reputations are hard earned and easily lost.”
Jeff continues:
“We’ve worked very hard to earn trust. You can’t ask for trust. You have to do it the hard way, one step at a time. You make a promise, and then you fulfill that promise. You say ‘We’ll deliver this to you tomorrow,’ and then you actually deliver it tomorrow. And if you do that over and over again, then ultimately you can instill your company’s name with a reputation. Sometimes people talk about brands in this very amorphous way, but for me, I like to think of it as a person — what is the reputation that that person has and how have they earned that reputation?”