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A comment on Was Etsy too good to be true?. Parent comment
brand promise that appeals to consumer
+
communication of brand promise
delivery of brand promise
Stores that are thriving or surviving such as Wal-Mart, Amazon, Target, Dollar General, succeed at all three.
Stores that are going out of business at the mall are failing those.
Etsy delivered on those things when it was an exclusive hand-made marketplace. You could buy a magic wand that looked like it would work.
If they see themselves competing with Amazon they'll need to make a TV Network, a cloud computing service, ...
If they want me to go there instead of Amazon, however, it would be to get something I could not get on Amazon, like that magic wand.
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brand promise that appeals to consumer
+
communication of brand promise
+
delivery of brand promise
Stores that are thriving or surviving such as Wal-Mart, Amazon, Target, Dollar General, succeed at all three.
Stores that are going out of business at the mall are failing those.
Etsy delivered on those things when it was an exclusive hand-made marketplace. You could buy a magic wand that looked like it would work.
If they see themselves competing with Amazon they'll need to make a TV Network, a cloud computing service, ...
If they want me to go there instead of Amazon, however, it would be to get something I could not get on Amazon, like that magic wand.