James Greenfield

James Greenfield, CEO and founder of Koto, discusses the monumental task of rebranding Amazon, a challenge that involved 18 months of work across 15 global markets. He highlights the need for brand simplification amid its complexity and the innovative strategies Koto employed, like creating a custom logotype system. James shares insights on collaborating with Amazon's in-house team and overcoming operational challenges. The rebrand led to doubled brand recognition and improved sentiment, emphasizing the importance of disciplined and consistent brand management.