A Mission that Just So Happens to be a Brilliant Brand Strategy Here's why. The culture and the community reflects the good work theyre doing, and it reflects inside of what theyre doing. That would include things like moisture wicking properties, padded heels, seamless toe, arch support, and so on. The two that really come to mind beyond Bombas that are pretty well known in this space would be TOMS Shoes Company and Warby Parker. And many of them stay because of the mission. But also I think its so timely given what I sort of teased in the introduction there about the importance of purpose in organizations today and Bombas is all based around that idea. For Bombas, the Key to Early Success Was Saying No And so, what will become important is not so much the differentiation or the claim to this kind of a model, but instead the care with which you execute that model and the authenticity with which you approach it. Case study 2.docx - 1. How did Bombas's founders Randy Bombas works withover 1200 partnersin every state through their donation programs. And once they raised that money, they started to create their first pairs of socks and sell them. And together they started doing some research into why socks are so limited in homeless shelters and whatnot. But Ive increasingly become interested in looking at how firms will use pro-social aspects of their companies to attract consumers in. From the beginning, Bombas' business model included a giving component. It actually starts with homelessness. For every pair sold, the company gives a pair . About half of the brands revenue comes during the end of year holiday season. Theyre not leading with the purpose, theyre leading with the product, but the purpose is still such an important part of what theyre doing, but they dont thump their chest about it. And this eventually became a launching point for discussion, when we were thinking about how do we actually push up consumers willingness to pay for socks. [CDATA[ Its important to Bombas that theyre helping their community regardless of its direct involvement with their brand mission. Their one-for-one model is only as successful as it has been for Bombas because their customers continue to spread the message to their networks. Since 2013, Bombas has donated more than 9 million pairs of socks and worked with 1,200 partners to spread awareness of their cause. Yet in our inboxes, you'll remember we were all receiving marketing emails saying 'Here's our new spring collection,' or 'Get outside and stay active with our new X, Y, Z shoe.'
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