We are in the ‘earthquake’ era of communications. Your brand story has to be big enough and resilient enough to handle social comments, reviews, referrals – all the ways a brand is communicated by someone other than the company.
Amazon is floating the idea of drone delivery – which is probably not resonating so much with Boomers. But with Millennials, it demonstrates an inventive edge that feels more like a start-up than a category killer. The fact that the F.A.A. has initially shot down this concept likely only increases Amazon’s stature among government-distrusting Millennials.