Companies That Last: The Secret to Building Unshakeable Brand Cultures
Amazon's success can be attributed to its relentless focus on operational obsession rather than building a brand culture. Founded by Jeff Bezos, Amazon's growth curve was driven by internet usage expansion, and it didn't turn a profit for nine years.
New hires at Amazon read a six-page narrative memo before every meeting, and the company's leadership principles are recited like scripture. This emphasis on mechanics over myth is what sets Amazon apart from companies like Coca-Cola, which relies heavily on myth, memory, and mastery to build its brand culture.
Coca-Cola's cultural gravity comes from its reverence for its history, including the famous 'Hilltop' ad that promised to buy the world a Coke. The company even has a corporate art collection featuring works by Warhol and Rockwell.