social commerce

How TOMS Inspired a Generation of Socially-Conscious, Booming Businesses

Posted by Barry Silverstein on April 24, 2013 01:41 PM

Sometimes a brand blazes a trail, only to find itself outrun by the competition. 

Back in 2006, entrepreneur Blake Mycoskie, who made his name and a small fortune as a contestant on reality TV show, The Amazing Race, came up with a unique proposition for a new brand, TOMS Shoes. The business model: TOMS would donate a pair of shoes to a child who lived in poverty for every pair of shoes sold. The philanthropic concept quickly became a sensation that catapulted the company's brand awareness to superstar status.

Not surprisingly, other companies started to knock off the idea. The most egregious copycat has been a line of shoes called "BOBS" that Skechers introduced in 2010. BOBS not only look exactly like TOMS signature shoe, right down to the logo stitched on a visible exterior label, but Skechers also shamelessly followed TOMS' "one-for-one" model of giving away a pair of shoes for every pair sold.Continue reading...

doing good

World Water Day Highlights Japan's Ongoing Challenge

Posted by Barry Silverstein on March 22, 2011 02:00 PM

Today is World Water Day — an international observance that grew out of the 1992 United Nations Conference on Environment and Development. Each year, the theme changes; this year, it's "Water for Cities: Responding to the Urban Challenge."

The fact that this year's World Water Day comes on the heels of the devastating Japanese earthquake, tsunami and radiation threat just calls all the more attention to the importance of water as a precious natural resource.

Even as Japan struggles to distribute clean water, food, and other vitally needed items, it is remarkable to think that Haiti continues to have its own post-earthquake issues with clean water, as indicated in Dow's World Water Day campaign.

The reality is clean water is becoming more of an issue for the world's people, and big brand marketers like Dow and Procter & Gamble (P&G) are stepping up to call attention to the issue and to help.Continue reading...

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