Toms: What makes them so special?

http://www.youtube.com/watch?v=V2oY2yyUOb4

Toms are just ordinary pairs of shoes, but with these commercials, they appear to be much more than just your average shoe.  However, what makes Toms so special? Is it more comfortable than other shoes? Lighter? Better durability? All of these questions are being omitted from Toms advertisements purposely.

Toms is relying totally on an emotional appeal rather than how good or attractive the product is itself.  "High concept v.s. tangible ad" is being used by the Toms company.  They are relying on their "high concept" of helping out children in need to persuade people to feel sorry for the poor children who do not have shoes.  They create a guilty and pity appeal that attracts consumers to buy Toms so that they will feel as if they are making a huge change to the unfortunates in this world.  On the other hand, they are totally ignoring their "tangible ad" of enhancing what makes Toms so special that consumers should purchase it.  The shoes' feel, density, look, and durability are all omitted from the commercial because of Toms reliance on the emotional appeal of their shoes.

"One for One."  Toms enhancement of its brand name rather than the product itself is an example of its "love mark".  Toms shoes possess a much deeper meaning, as we can clearly see from this commercial.  They are not only a new pair of shoes for ourselves, but they are also a new pair of shoes for those in need.  This creates an emotional connection between people and the brand name of Toms.  People get that satisfying feeling when they buy a new pair of Toms because they believe that they are making a difference in someone else's unfortunate life.  They no longer are interested in buying the shoes because it is good or comfortable.  The only thing going on in their mind is that they will be making a difference to those in need of it.

Toms value assumption is that helping the less fortunate is how the world ought to be.  It is instilling in our brains that by buying a pair of Toms, we will be the catalyze to making the world a better place. It is painting the picture of a world filled with happy children with Toms on their feet.  A beautiful world where poverty no longer exists and kids running around with shoes on protecting their feet.  This is how Toms views the world as how it ought to be and can only be this way with consumers buying their pairs of shoes.  With this, Toms is using their value assumption to try to persuade people to purchase their shoes so the world can be filled with happiness and love.

There is nothing special about an actual pair of Tom shoes.  They aren't any more comfortable than regular shoes nor cheaper.  The shoe itself is no better than any other regular shoe.  However, through Toms usage of "high concept v.s. tangible object", "love mark", and value assumption, it persuades consumers into believing that Toms are better than other shoes.  The only difference between Toms and other shoe companies is the emotional connection of satisfaction between the brand and people.