Key branding lessons from the top 4 ecommerce giants
Posted Bya Luxury Daily columnistOn In Editor's Choice,Featured,Industry sectors,Marketing,Retail | No 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CMYmBSjRBXk5x+\/hlHWRm0w2KwaauZMVswsejONZYdrSIBWEPiJMNCMmrCKnLCitcC8DdrPbFLoDb3BbCXrUKvaDkbqt6I4F\/kBC5hWEKT\/jjvuMmmDakpK4L6W+dwcqff6ZmkngbUttsLR9BmShbYK3x\/l4KKt0OSBEN8hZGiSOSVgbQ37uCfJqdJbz7CbifwHTa+uXE0xc30y+sKNe7YGnj9YnGlfsxvn0hBBaG0bniY2LBFDgb3wFiKNqDaFZ68KuuBc9Skg66tJ5ICSEPMIl3bRO6xffKvtbUbJvdo0gAUqq9l9zbJSw3TFwvZsWydbIxGRohYpeyraB1U03sRe3RNqgB4IdJziRLCqMrVD\/DsiojgQoODT76nHvvLVUtx4w+4hzY+OYaL0\/Y3wTQQWkW4zP1kRsHPmDoSYYnEBKRLYpjsKMGtnhLAwvtYZrwQmlu03SB70xroUkOYnZ\/7kYn\/f5WgF4QzEI44WPf3zmk3HYNfKzqT8bNKm7bMJsiCZ2+z1+pTFHauFr26IbXnHgtnsq12\/ZdF3N4PhOB0NSBwG9W6HUMMPwofGdevRAnDafRVzMpzQ0QIsVywld51daQw2fhew18Rr0GFBq4NC6UTuAAsGIYRS7L\/o4\/H7DsYhdRIhjIL+QY2MLcOIKIVuL8+lU0+0NAZyptGXU6kEo4CMijlkgM1tCOFAM2tg4aOiY89\/X\/EzbzvK2Vtcnu8vk+WuSdTO9YxDVb4uNU3iXdBI4ZvcNNFnf5GUJZlGET5IPjXo3PdiWI5eJAlTZbX45CduMQ3zCnNTTwG7mi7LA8ZwXWW3PsL1nQQnsjQwAlj+C9j8Nz0dIstM0NsW4zBqSoZWnswsdaXLkWlkPFBnHv98KG7XX8cd31ko4kHiYkmLDm\/VstD2QdvlSJ\/IiFlf44NCJg2huyeki1fgp6X+0mC6ORk7OItmKk6S0DX3SMfZZLZOmsmV6gy3buY6zd58ayQuwAg1aRJvjWBuydK8HD9lcK7H4mMTLq2fFaiLXVYgr6oZ50hUhP7olNvdrL43\/6OMtGnl+oaR4lKloy1iweD99anSFmS\/O6yQld2wGQsfU556t5\/a4y0X0hvKfQLQGJoRI5W9117nAX\/6kwBpvnXFGGOgegX\/XAgMWrYrEbQ4EwnyoWf1e9R48RgWjsV+9eXnVn0jmsqxQXwY6uJWypmlFv4aJk8i7p5X+3CmOGRvFIwve2CnpaWyV7oAf8JYLzpEiSnDwDJOZIk1eKbtdb5ZrGeV3EU9+kWQqaIKiUGV5zGOXufpBYDgY2ukcSSbyZwhYoUs5yvgCD4qQ+VbQjbICtpTPPtI0NzvjX8GSvJOUK1ud+XgC88wjpvthnMGQ094YVGwTUu7VomkJE2dTpTAKvS8S20utlmtyF8kGW0GEVbyVhAN5kfwxMdpNVhLmNXRgvFnTlJF+jNVqIvAvpcQtDbK4wHv2i0\/ScVoRTrSqCJkPK+FZAFKuACSfrqERywCXzFnSZbASr6cKiNSGcSQAJLZgx8x3zULZb9yT21AUZddZGvXCjWQ2Q1tgVNA1ZysfFTENx5GecUMe+MTMvv\/n3JfSlZj3+r8UYwzlbmx\/m0KHjuUla+FdBsRPcQXCmLGF3SucrwfcvAtjlV0nM1Wt3sWX0RFj3FfPBxQcnEcYQNkUSNcVOtsVO6Z6qfT+gnbAWdSRz8HVO9aR5cmbZimjtCOJKpO\/jmrSCsM+DI3fNeeQkaPUS7ges6oQvc4sUD0Nxrjg4Fx6q\/rkS77RUDFc2Mau3QKDvnD4591iFkcUIATBkPyHFOSvH\/ITQE86U2oyfQsRQ8T8TT\/dFPc4aDAdoxFFgRjSyLlbcHwhca3jfYCcDBOGGWFhD9Pql0fK3q2cIoFKUC1y19eLwaSkiauxfxbF1Z1MUVVRcHX4pN\/li8CXAL14BlmTFMJFkhs9qbSZI3bIieNcEopMYkHUTqG8F1g9DaAyStGRvkHvjI8oUJD6d2Mya6I28Yzs6Sv7ImZan4vO12SqIS8LCZmpq9el24+6znDTj5rLgHtN4hgwACJ+srCLgBnf77Zk8LT1LjzBGHMVeK0T4oFSGAolJiwUvfattIulFmk0kntf0JiuPxWfI4nK8ph8vY4manABjWmJP41zm\/dlmTWNg+HlziJBTDJUXlCx402GoWNphYILjvnMXVyyO0Drug+obr3UfXVjNIXQzP+7bORk1t\/gNIx0ClRLcdHwHxXu9Ll30g7McPtv\/ro6C8ixThKMZyZZ3wMTEA3qoXmNgB6qhknYWTYGnpcgg5qIfhHVbtorgSCTYqBnodcL+cJjTX0MaWgdAc6tyqyQ8P4+FKEIZNYlQeaiOMBTnQ2nyuUQbuIao\/MdorSyjp7Grkm0sRdH4TxcfkABdHQS+ZN9tYxKAXP6JY0uEBDwAjvKxHpopOphDApeeWtc7jhP\/5N91stPx7sXtFxLiQ+IoRdae+cFDDYGB8RmnXCvDA4gMsSS1hmXFyrpmXw963fDSuBtLkWh6fFIUZNl8IbWJy533sKMBQhAmZ6DSB8dhzEdvcFUYckqWdCKewknfoItQfOhk+a+sfaHb5sJT8tWL36JfZnYeBnft2+3VAVTHl1bqKbWcYkiWwiFZuoJFztU0RR57DkdH4Iuc\/v+K5j0lbIrfXOZztvFNlW4MIC9H0ixVEHRToiy2vy3iVwLhyTAR4ke2zXiSkgE2W+96FcGgm9TC3mLl5mTLWZeEyRb8S2chWLMhvHdRIan3xKJ\/mGX8Sd7yXbVUO0oMuAwr\/RPJeEP2z27XV+j2hJ+ZZQ1m2aHQE0RxZxJGhUMXzoqp4YdNkZGvZxiID2yG58+9paM3ZmWNpdldxWbBnC9vb5KGsIXBXS78mD9R01K5hpvg5gkQ8kb+NLR+G5X6cQ7BJYP5MyhlpQss315obsEyZG3hElC8qYUpoe7UGL7wCJr2h1rR+KVXMcTLxHx5y91aycv0\/pMxv4lqBQbRPQumIU91Ipmqxvi2q85cAQDAX7VFN50XCIwqIRNoUJ21eq1i3cKYq9i8LeMsqIjqrnuqa8Tc6MgH7\/BFOXDN9mxNAMk0lu8A5XgM7u1PJFX1rlG5UoYhq9KTTuYxOEuuLDSgjEZ5SOETwcXAjdRnSAhtJTfJJLm0wU+\/P4KpkXVBjz2tKJVCm0FIphKBhQUp3PhCkU8AAXTov68ph9ktYqDshtaXVQpLjeiQNM5kvrwfZhAZhGM0o+cmGmE6LtG1ip3tNvepd8KxaeoDhnxooCK34SqOtZAgoLthz4ULk7XNFJFZaEeqf01f6PUp\/Ju4Be6g6XmZ+8vBcZr6fYXcOeNqVKmO+fyhb7XlT7IjtIPc2WSOo5FkZQDJoTrOqK0v0mBU0Z3rsP9DW7mj\/7LZmynaPqe6UY5BYZRVjnFjKedA9jQCrwuKeU\/scgEcMOM5JKD3jyMLJG50ZGqrYcothgAplCmyVYTGkarN+OoorF1kujfmDshHSFI6LfOYQNMhU3xjmWd0IvqK46tmxL6TJ2pFSqNwA1382GGPvOfavwRor+H4wJWhXeC4TTNyvgs+T9Tceo9fFt5Zb5gew3cw6nfuv8EB0wCZW1jzA9mjfUE97yPieCHDWS3c1Cvtu9Z8lwv6Q25XHJVR2ikjNzf0WwEFUqto1Za4h87aFI+GjIK7rg3XCnKFF1+wnL+IKwC9I4l3imsSF7dzB4tB1tCG+b37F6ek450m70ZXDbFzz419JdiBRA\/4zOvi3IyvNoGHUYyFmy0K4tOyXvot9hPqedCx21TzVmkQkBhaVfKZ0KmmadbmelhjDNOTyLuhW8eXcY\/uoPSRi0hlGaOp2iA7RjBQ2vZwWRQbCsxNc6HLzr7v4czqHt\/gjgMIBtvzPhmG6ViJyePDQkNVV3GA\/WP2pbBbu\/NmoS8u1\/zUgsHx+PojyU62HMt+Wt5CJsqzKq0Y1uofv4cSKrpNklAQZffW9VjoTN\/bOoNQ82OiENdDWPheL97+nm\/jjhpVEQHFXg1rkluVONSt4xQd5H+AdyA\/e5yMcRPGNSH0wSa1wIU7zNnPfQUkSFqxoJpYEzNZ0v1vpJJ4vCZ0TZm6KHIBvbU+yZFFVRgXeCsEG5Kckl0XEkScvxGHvrEO0iuC0kAC7ZHUp4zBaMQkspnMZJW067YbmoBZ85Lu3Vvbu0QZ0UFINnpzNceoXTAlJv1nb0a2776OsBqE6TZjT+iSPQjCAH3OwCbaTqdSBTvhjRwtEHk8Qz4r7Tq+DQ6u19CYnlpj4W913UfXjRlXgcuQ3Mg1GZQbFtZojX0ae6QiGMyAjk8r47ik2qwAwultlsJhKUrbS1ZLw+VxJ5FydsFh8B4L7faCVxKq6gUUgmvfaIhOh7tewIqkVDuIZfAivLFtTSikuHC8mR0sk6y\/EG2l3fshEc6H98ZWTFQTVoJgmTbxZUFB2wIgFIuh\/nr4iYLEYOWcDyezIwxry7Ix9nEVzFDlp3n4Dp\/uYCAJKI1v6LP9IyHQXx+DIxnJOk7VYFGvQ53q9A2I0LS8ebn115UBivBHNHJpuH7Jgk2JbtlJ8Fo0yhB3vbmG4W1t+cxhc4RacihNfXBt5IhqyFeeUhFndKAYsav4VzMjYaeiw+R5PXV7Wd\/Yz0Gluo8UiTtw7QnZ2jh5gexJzWPzbGc2FyYAlOcxiuiLZgEY7sSQQ2hlsDlcZEUi8D4O3s06p6xLpbi6SMBrxncWOHQX2sSsu2gl\/Rw03oR0rtb37hhZ1kKRhzbGXLNSVOVMiIOkDBpA8pJG2J5hbao8Naao5pq8Oj9jkxl8Yau9UdIPzIB109Kg0amGRDi1671mBVhKCO8rhppASbeFSPvOg9BdrSuyTtSLX2hdda8ozpdGklaGHy+RNjTR5c4RkAYxZWUcemnmyUVOxVoseGAGW5xSvR7tvlUM+pVcFB70IrxoVrJ32CKjPYf7xiAYt9mFK\/wnw9+2sdQNnmwTsQLdPGfenStYyQtffDQqxm3Lk88z533S3LZZBkmCz+axdr1lvD\/4\/TutGAxI1Wz00pSx5HMXcRTSKR3bfBYbbHcY16mGBIHr+5NjUQE0rnN8jifqaxwjnAHwA+YVgW1THUJFZqg\/FTw8codOeAWeOHlj3D5AhVIGlmJdE+iy7DPfpDLnEvOnyAnlmgy8BqIoa+H93F\/QXXZZ0T680dShwz9eEy3sVMYN0oJyKZwS10OvoFewc1lTAPa18aezMZSHaz6J9SwyGg\/wKNq8aTJm15aYLBUnhRe7vKXN59kMHLIRHw6VI+1ZNzxGbHoWW60xL2SDCQ0cGzkvF3dB+367Ms\/QNbk4++Jfog4NN+w3gbP7Q0M6GGVnSjMIp6UBkBEWLu\/TwTNqgCXYpllH0eYKDVMTzP84HuinaphqkV\/xqS\/oMf9Qik5wWVznL17c1xMMcxGL2uDKXJ2tM\/xxsj5JJ8MjKPpmILEvykqKVYy0wxISJ9GVSOpO0kPyMI0585yuEjWGtrGAn\/+OQ54AlM9c+rgBkop5RUm7eruvnOe1IpurfO\/AaRE9SY82rRoWea9dTLDlIIzAMWSgh92eh7bhDj6QLmaA5yNPWeKOTXKqUjn9sr4hVbems9txMpseFs3LFVfJ5Ns5Yvbpf0I9eDZMFm3XFUWFiKGjphzXVSgrDVojmYftnpCDeKSY9Yg4NgpmIHodrCYy0Gg7AXbYAtfUoITbXDe\/nx4sCMfkHSimJV7kfIK1xHB3jO14SyxUIG6JRTp90NkJAxdd5MW7p5cPDCGMGMaTaaQrsczFKCKOa1u3fR9VCrl5+2OxVHYoVzr1p+NHXHo4tf09Szu1YaQPa6Oi7iJGX4DzvbYPQjvHNUM6oiNzsBeml0bseZZ83mdocH\/ONxdfP\/MkK9jWY6s7lA8pZlN\/VO+SqozAT5uCVJb1jrqy4n5oW\/+edY+OGZDCC0CwMbnCgmHvH4auX8NioultE6OdlE2nGr0\/0EPfKnwCoO9w3xa1j+2xMRTNQ2KAc0LDr1ynZttOjVNJuOO2biJyZg39Cd+21gOzodBiYHFXi9iiXr\/YDVzGjN5goiL8j5Llt4GfOVLnFPaKxOm4I28K5Hw8Sm54ooV9HAD4VyeSo3+FPCb99+8S4UoQeOmKZdCvrmXO3owo0RTn4Q2vLwjo082lCx9dDKfLb6OBaQsMh5YCEzt4BAYqlFA2Wb4T6\/SCP1\/+S7fc0Vw1Q2NYGl0Gck2\/\/ZLs5\/cSRkx2FEHq9EFEj+HJh08adKJy\/8BeGYrZ9v3B3O4SdDQjlzhTnuhSz4dwxZyZEsZvL9L86A35jiOYFN4dDjrEpBzPS7iIReqRJoHt2wtnkJw7rcLDQvnzWTuC\/X+dDkmuOSmCcFiszfEyXkmykBlFeN23BPtGICMCBEoYig+5eJFyGZVNQljg012o9fJxRFqN6UthRBnPBtrAKpmgQiEbw0m1ou+WvUVwrggSvKYNyJDgdPFTkd+PwWVHgj6t+e41LSL\/hmYA+S27pmK5J0aCkKa+bkIoX8YGWTGG582VGNRCYUJYfY9kYxZJHUCAfxESCBOIWQlmgdnk+qlJcD07knlC90bk8K+CTLT9qLOtoyT8faop3E9sNm5cLSUY15KGQ8ocUdDHwDD2CChoGs\/NNU6GNVeol81tnPYGiYlxotdwliYv60woD8ph71yhsKuC5yteTTZFi95gGGqSXPkqfxJh8ddzVL0VQSSiU+HIwPfGynEJTW56R\/GXVoq6xEzxrDnh968rGjd4FvHU84RhZWKdB7urylMguPuUCtcVNR8VD30aM3Xin4iAdJGxVZXAwLQ\/nWgr4K8cGL5CqP549LX9BMA712hTzTRK8VPF0dAATxjuvqpvguZLIJ3JMFaVkrGvqhdc3Xj4IAp8UYiwRwdbN0H3AgCMvpqU0Osqf3bhP1DlA2L9gwoo30MOv3JTbUDRafcz+565ki6YxNHqaQYXBGkKWuoKY4nAcjrS9ZEvr6D4SE\/q\/w7XYprV2YKO1thXwmLTgyGgys5DGZwj2CP3B99ei8ZyFDZQ2moeqpWbo21WE9WnOdEpDYRz3QEcKSMwLyJ6kBvA==","iv":"6da4216a288cbfa8191664acfd3cd0ab","s":"8fe2ece5a12c99eb"}
Katie Lundin is a marketing and branding specialist at Chicago-based crowdspring