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A Brand Strategy Example that Builds on a Founder’s Purposeful Path

An excellent example of building a brand’s story around purpose is Blake Mycoskie, Founder of TOMS. While he was vacationing in Argentina he volunteered with a non–profit organization working to help poor children. He saw kids in a village with ragged old shoes or in some cases no shoes at all. He recalled a recent polo match he had attended in Argentina where the players wore a certain shoe called “alpargata.” Could these be a simple yet revolutionary solution for poor kids too?

Each one of us has a calling

Blake quickly set out to reinvent the alpargata as a stylish and comfy shoe for the U.S. market. But he had another goal–for every pair of shoes he sold, his company would donate a pair of shoes to a child in need.

Working together, the company and its customers began to take compassionate action and create a better world. During its first year in business, TOMS sold 10,000 pairs of shoes. Blake returned to Argentina later that year with family and friends and gave back to the children who had first inspired him. Thanks to supporters, TOMS gave its one millionth pair of new shoes to a child in need in September 2010.

TOMS now gives in over 20 countries and works with charitable partners in the field who incorporate shoes into their health, education, hygiene, and community development programs. People love TOMS for-profit business model with a non–profit attitude.
TOMS One for One purpose has now spread to helping people with their sight when customers buy sunglasses.

Example: TOMS

me: Helping the kids I saw in Argentina.

customers: My purchase helps a child.
world: Helping kids live better healthier lives.
sweet spot: TOMS One for one.

If we did all the things we are capable of doing, we would literally astound ourselves
~ Thomas Edison.

 


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