A third of consumers buying something online now begin with Amazon, to read product details and reviews and compare options. And Google says that those same shoppers will look up more than 10 sources of product information before buying. This has the effect of pulling buyers into a brand-agnostic buying mode where price, quality and features trump brand loyalty. Unless, of course, you have a really strong brand. Rather than becoming less important, the financial and competitive importance of a brand has never been greater. How’s yours?
