S06.EP18 - Transforming Amazon: Behind the Brand Overhaul with Koto (James Greenfield)

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.

You can listen to S06.EP18 - Transforming Amazon: Behind the Brand Overhaul with Koto (James Greenfield) online on Radio and Podcast. Open the player on this page to stream the available audio.

S06.EP18 - Transforming Amazon: Behind the Brand Overhaul with Koto (James Greenfield) is an episode from JUST Branding by JUST Branding - by Jacob Cass & Matt Davies.

This episode is 00:35:37 long.

This episode was published on Nov 4, 2025.

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