Confusing the Public
Tom's Shoes is a remarkable company. Not because they make remarkable shoes, but because they have a story to sell (tell).
Tom's makes a simple promise: Buy a pair of Tom's shoes and they will give a pair to a child in need through their foundation, Friends of Tom's. They are a for-profit company established for social good, as well as profit.
I was surprised to learn that Sketchers created their own division that makes a similar shoe and makes the same promise. It's certainly their right to compete here, but I couldn't be more disappointed in Sketchers attempt to confuse the commercial public by naming this division Bob's.
There are far too many opportunities to do good in the world to justify a lazy attempt to compete with someone else's charitable spirit. Be original and the public will support you... this is the point that Sketchers missed entirely.
// Kyle Sexton is an award-winning marketing strategist and international speaker. His innovations have been featured in The Wall Street Journal, and his book, REMEMBERSHIP - New Thinking for Tomorrow's Membership Organization, is fueling transformations in membership organizations throughout North America. He can be reached at 888.899.8374 or get his free resources at KyleSexton.com.