The Relationship Era Blog

Enter the Relationship Era: TOMS’ One Day Without Shoes

Posted on 20. Apr, 2010 by Jonathan Feinstein.

Where were you on April 8? The day marked the third annual One Day Without Shoes, TOMS Shoes’ biggest campaign of the year. But this isn’t your typical marketing campaign; in fact, it’s a movement-oriented event intended to drive awareness not directly for the brand, but for the cause that inspired the brand’s very existence. [...]

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Of Position and Purpose

Posted on 12. Mar, 2010 by Mark McKinney.

In the normal course of our work, we see people (occasionally even people on our team) mixing up the ideas Brand Position and Brand Purpose. Brand purpose is the reason a brand exists, and the brand position is how it presents itself to the marketplace (which hopefully reflects its purpose, but it is different). So, [...]

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