S06.EP18 - Transforming Amazon: Behind the Brand Overhaul with Koto (James Greenfield)
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S06.EP18 - Transforming Amazon: Behind the Brand Overhaul with Koto (James Greenfield)
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About this listen
How do you reimagine one of the world’s most powerful brands?
Over 18 months, across 15 global markets, and with 50+ sub-brands, Koto partnered with Amazon to deliver one of the largest brand transformations in recent history. In this episode, James Greenfield, CEO and Founder of Koto, shares the inside story — from simplifying a sprawling brand architecture to modernising the iconic “smile.”
Matt and Jacob dive into how to design at scale, build internal alignment, and create systems that drive consistency without killing creativity. A must-listen for anyone managing complex global brands.
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