Secrets to Build your Brand, Defend your Turf and Stay Ahead of the Competition in 2025

If you’re an e-commerce seller tired of seeing your ideas and hard work ripped off by knockoffs, this conversation is your playbook for real brand protection and growth.

Our guest, Shannon Roddy, is the VP of Sales & Marketing at Avenue7Media—a powerhouse agency with over 450 years of combined Amazon and Walmart experience. Avenue7Media helps brands win with everything from advanced Amazon advertising (DSP & CTV) to catalog health, customer engagement, and competitive strategy. Shannon has worked with over 250 companies and empowers entrepreneurs to launch, grow, and defend their brands online.

 

In this episode, you’ll learn:

• Why “dupe culture” is exploding and how to fight back as an Amazon seller

• The difference between protecting your product and protecting your brand—and why the latter matters more

• How to trademark your brand, secure patents, and use intellectual property as a strategic defense

• Actionable steps for creating a memorable brand name and logo that stand out in any category

• How to build emotional connection and loyalty through storytelling and customer experience

• Proven strategies to go premium, add value, and make your brand impossible to ignore—even in crowded markets

Whether you’re just starting out or running an established Amazon storefront, Shannon’s insights will help you outsmart imitators, safeguard your brand, and build a business that lasts.

 

Key topics covered:

• Amazon brand protection

• E-commerce strategy and growth

• Trademarks, patents, and IP for sellers

• How to stop copycats and hijackers

• Building brand equity and emotional connection

• Avenue7Media’s 7Avenues™ framework

• Real-world tips for Amazon and Walmart sellers

 

👤 ABOUT SHANNON RODDY & AVENUE7MEDIA:

 

Vanessa is a true thought-leader in the Amazon community with years of hands-on experience working with brands of all shapes and size. In addition to lending her voice to ecommerce discourse, Vanessa is also the founder of Online Seller Solutions. 

 

Whether you’re a new seller needing ad hoc support or a Fortune 100 brand seeking custom solutions, Avenue7Media’s comprehensive approach and proven track record make them the trusted choice for over 10,000 brands. 

 

Visit the Avenue7Media website: https://avenue7media.com

 

 🕒 TIMESTAMPS:

 

• [00:00] Build An Unbeatable Amazon Brand

• [01:04] The Rise of the Dupe Culture

• [04:39] Brand Protection Vs Brand Identity

• [06:44] Brand Trademarks

• [10:45] What Prospective Sellers Should Consider

• [15:28] Defending Against Knockoffs

• [17:51] A Moat of Defensibility

• [21:38] New-To-Brand Customers 

• [22:51] Amazon Brand-Tailored Promotion

• [24:01] Converting Bad Customer Experiences

• [29:00] The Right Way to Engage Customers

• [30:45] Product Assortment

• [35:15] Customer Preferences Are Always Changing

• [37:07] How Can Legacy Brands Compete with Knockoffs?

• [41:06] Customer Loyalty Is At An All-Time Low

• [46:44] Recap and Closing Remarks