The Kindle wireless portable reading device is the first physical manifestation of the Amazon.com brand. It is a continuous narrative that originates from the Amazon.com bookstore and evolves into a seamless reading experience. From the design brief to fulfillment centers, the only point of contact Amazon doesn’t control in the Kindle experience is the friendly UPS driver.

The Swiffer line of cleaning products is Proctor & Gamble's (P&G) most successful new brand. It also created a new product category in the industry that P&G has since dominated. Before Swiffer, floor cleaning was done with a broom or a bucket of soapy water and a mop. Swiffer’s success—double-digit growth rate and annual sales of over $500 million—has motivated P&G to look for other opportunities for rethinking how the company can help consumers with everyday tasks.