Kindle’s Powerful Branding Strategy: Word-of-Mouth

Abbey Klaassen wrote an interesting article last month about a public relations/branding strategy that enables Kindle devotees to become ambassadors for Amazon’s wireless reading device.
This brilliant branding strategy takes social networking and consumer product reviews to a whole new level … to the real world!
None of the Kindle enthusiasts work for Amazon, nor do they receive any remuneration for their efforts.
Klaassen describes one such ambassador, Cindy Longo, who has shown off her Kindle to about 15 people in the Chicago area. She has even set up a special email address to handle requests for demos. Longo reports that she not just motivated by the urge to be of service. “I love my Kindle,’ she had said, “and if demand remains strong, authors/publishers will be motivated to make their books available in Kindle format.”
According to Drew Herdener, senior PR manager at Amazon, some Kindle owners reported that they couldn’t use their Kindles in public because strangers were asking to see it. Meanwhile, prospective Kindle buyers were asking where they could see the product. Amazon message board put the two together.

Even those of us at sophisticated, successful New York branding firms can learn a thing or two from this savvy Seattle-based online retailer.