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Chapter 8 Secret Sauce > 2. In today’s cluttered competitive world, creating a ...

2. In today’s cluttered competitive world, creating a new killer brand—or re-energizing a fading brand—requires a jolt of innovation and energy

Today’s market opens the door for the creation of powerful cult brands and tribes of supporters. Consider brands like Toms Shoes. It was founded by Blake Mycoskie, one-time runner up in The Amazing Race and 34-year-old serial entrepreneur, a man who translated his passion for social causes into a revolutionary for-profit shoe company that has earned more than $13 million in sales within five years. Mycoskie commands standing room only at conferences like South by Southwest (SXSW) that attract innovative entrepreneurs, and he has built a stellar team with highly credentialed people who have worked for free (like Candice Wolfswinkel, the chief giving officer). He has partnered with Ralph Lauren and the Clinton Global Initiative Conference. He has taken his brand to true cult status by giving a pair of shoes to a poor child every time a pair of shoes is sold.


  

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