What’s Next For The Whole Foods Market Brand? [Forbes]
Amazon.com, Inc. (AMZN)
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Source: Forbes
LightRocket via Getty ImagesWhile we have been hunkering down, there has been a change at Whole Foods Market. It has been subtle. But, the branding ramifications are not subtle. It provides an insight into what Amazon’s brand-business plans are for the Whole Foods Market brand. According to founder John Mackey, the “365” brand will no longer be a separate own-label brand with its own brand promise of everyday value and its own stores.Let’s start with a bit of background. In 2017, there was a great deal of speculation about what alterations Jeff Bezos would make to Whole Foods Market, the storied organic, ethical grocery store. Some pundits suggested that Amazon would undertake all sorts of alterations to change the face of food shopping. None of these major disruptions took place. Those observers who suggested that Amazon would use Whole Foods Market as a laboratory or testing ground for purchase and loyalty drivers such as pricing strategies, assortments, home delivery, lockers for A
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