Hamilton Beach Brands

THE BRAND PROBLEM:
hamILTON BEACH BRANDS, WELL-KNOWN FOR ITS RELIABLE KITCHEN APPLIANCES LIKE BLENDERS AND COFFEEMAKERS AND CAN-OPENERS, WANTS TO EXPAND ITS FOOTPRINT ON AMAZON.COM. BUT FOR CONSUMERS SHOPPING ON AMAZON.COM, FINDING THE RIGHT AND BEST APPLIANCES AMONG ALL THE CRAPPY ONES IS WAY HARDER THAN IT LOOKS. SO DOES HBB REPOSITION ITS AWARD-WINNING KITCHEN APPLIANCES ON A TOP-TRAFFICKED, POPULAR MARKETPLACE LIKE AMAZON.COM AND INCREASE SALES ON TOP OF THAT?

MY CHALLENGE:
CHANGING THE WAY CONSUMERS SHOP ONLINE FOR KITCHEN STUFF, LIKE OUT-OF-THIS-WORLD-COFFEEMAKERS, ON AMAZON.COM.