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<\/p>\nEverytime I see my bud Sunny Do around Sauder I think TOMS.\u00a0 TOMS shoes in particular.\u00a0 Sunny is a clear brand advocate for the small project that has now become one of the fastest growing shoe companies, and social change initiatives in the world.\u00a0 TOMS came to the table with a different sort of marketing persona and is something I decided I\u2019d like to blog about.<\/p>\n
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So for my final post I decided to go to Sunny\u2019s blog and see if she had mentioned Toms, lo and behold, there it was, her \u2018shoes for tomorrow\u2019 expression, which I will reference in this post.<\/p>\n
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I need a new pair of shoes, and I think I\u2019m going to buy TOMS, here\u2019s why.\u00a0 TOMS is a for-profit company that drafted their shoes based on the unique and quirky Argentine Alpargata design. But people aren\u2019t just paying for a lightweight slip on, they are supporting TOMS\u2019 not-for-profit subsidiary \u2013 and they know it.<\/p>\n
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For each pair of TOMS sold, the company will donate a pair to a person in need.\u00a0 Wow that\u2019s great! How can this company possibly afford that? One might ask.\u00a0 TOMS has supplied over a million pairs to children in over 20 countries under the One for One program since the company launched in 2006.\u00a0 And they are continuing to thrive and give back through multiple projects and initiatives.<\/p>\n
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TOMS has been able to swoon its customers by not only including them in their goals for change but empowering them to make a difference.\u00a0 And what began as an attempt at development has become a very powerful marketing tool.\u00a0 TOMS has a very specific and unique organizational culture, brand persona, and value proposition.\u00a0 And the fact that people want to align themselves with that persona drives awareness for the highlighted issues, and the company\u2019s bottom line.<\/p>\n
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[youtube]https:\/\/www.youtube.com\/watch?v=BitShRujoeA[\/youtube]<\/p>\n","protected":false},"excerpt":{"rendered":"
Everytime I see my bud Sunny Do around Sauder I think TOMS.\u00a0 TOMS shoes in particular.\u00a0 Sunny is a clear brand advocate for the small project that has now become one of the fastest growing shoe companies, and social change initiatives in the world.\u00a0 TOMS came to the table with a different sort of marketing […]<\/p>\n","protected":false},"author":3082,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-109","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/danmuller\/wp-json\/wp\/v2\/posts\/109","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/danmuller\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/danmuller\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/danmuller\/wp-json\/wp\/v2\/users\/3082"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/danmuller\/wp-json\/wp\/v2\/comments?post=109"}],"version-history":[{"count":3,"href":"https:\/\/blogs.ubc.ca\/danmuller\/wp-json\/wp\/v2\/posts\/109\/revisions"}],"predecessor-version":[{"id":113,"href":"https:\/\/blogs.ubc.ca\/danmuller\/wp-json\/wp\/v2\/posts\/109\/revisions\/113"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/danmuller\/wp-json\/wp\/v2\/media?parent=109"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/danmuller\/wp-json\/wp\/v2\/categories?post=109"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/danmuller\/wp-json\/wp\/v2\/tags?post=109"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}