“This is a great example of where where so many brands go wrong. Consumers do not respond to the “how” of what you do but the “why”. That’s because the “why” is emotional and something they can connect to. The “How” is simply the expression of that emotion.
Skechers would have done far better to copy TOMS in a different way. They should have sat down and thought through what they stand for and then acted on that with equal generosity. Then would consumers have a way to connect with the brands that warranted admiration.
As it stands, consumers can do little but shake their heads at such transparent and self-serving motives. That’s why their campaigns set off such an online fire storm within 24 hours. At least Skechers had the good sense to take down their BOBS promotion as soon as the issue erupted.”
- simonmainwaring.com
(via majorfashion)
