Posted on Jul. 24, 2012 | Category Branding
We’ve all been in that meeting. You’re asked, “How can we grow our business?” New ideas and product lines are discussed and the bottom line put under a microscope. Without a clear brand position, some pretty crazy decisions can be made.
That’s not the case with the incredible crew at TOMS – a company known for its great products, loyal following and giving spirit. When you buy a pair of TOMS shoes, they GIVE a pair to a person in need – they call it One for One™. So far they’ve given away over 1 million pairs worldwide.
Now they offer sunglasses and it works because it comes from their core – meeting basic human needs around the world. When you buy a pair of shades, TOMS will help provide sight for one person through eyeglasses or medical treatment. The new line flows seamlessly in their catalog and online with amazing stories of lives changed through meeting such fundamental needs. The new line fits because they are so much more than a “shoe company.” They are the One for One company.
UNTIL NEXT TIME
Branding gives us a chance to be more than a product or service. When you have a solid brand platform that people care about or connect with, your vision becomes clearer and the path you need to walk makes sense. We can help you focus in on your brand and create a plan to get you there.
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