BRAND & NEW EPISODES
TOMS Shoes: Standing for Tomorrow, the Case Study of a Trailblazing Brand
Published: November 5, 2019
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Guest
Jessica Murray Senior CSR and IP Director, Toms Shoes Inc. Los Angeles, California, USA
In advance of the 2020 Annual Meeting & Leadership Meeting, we’re revisiting this interview with Jessica Murray, Senior CSR and IP Director at TOMS Shoes Inc., who will moderate the session “The Good Business of Sustainable Brands” on November 16.
Many brands publicly support good causes, but it’s much less common for brands to build their core identity on the idea of “giving back.” That is what makes the TOMS brand pretty unique, as its message, offer, and customer base were all from the outset based on philanthropic principles, notably with their famous “One for One” shoe-giving program and other corporate social responsibility (CSR) initiatives.
In this episode, we discuss TOMS’ innovative brand strategy with Jessica Murray, Senior CSR and IP Director at TOMS Shoes Inc., based in Los Angeles, California. With TOMS since 2013, she has spent her career protecting brands across various sectors such as luxury goods and hospitality. She shares with us her perspective on brand enforcement, and more specifically how to foster consumer loyalty through meaningful principles and genuine commitment to social causes.
Related Resources
2020 Annual Meeting & Leadership Meeting Session: “The Good Business of Sustainable Brands,” moderated by Jessica Murray (November 16, 2020)
To go further:
About Jessica Murray
Also of interest:
INTA Bulletin: Interview with Jessica Murray
About TOMS’ Stand for Tomorrow program
About B Corporation certification
About TOMS’ founder, Blake Mycoskie
Forbes: What Retailers Can Learn About Social Responsibility From Toms and Patagonia
INTA Daily News (page 6): Making the World a Better Place
INTA 2020 March Conference, Brands in Society: Their Influence and Responsibility
About Brand & New
Our hosts discuss compelling business and legal topics relating to intellectual property, innovation, technology, and change with an international roster of influential experts and industry visionaries.
Brand & New guests contribute to this podcast in their personal capacity, and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or our members.
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