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

 Let's keep in touch



We respect your email privacy