Know-How Exchange : Branding

First, I would look at what your brand offers that the big names don't. That will establish your positioning strategy. Is it quality, styling, etc? Due to sheer volume, you'll probably never be able to compete with them on price.

Next, I would look at your direct competitors in each category, as you say you are a multi-generational footwear company. If your main competitors solely market to one demographic, say children, you may want to think about narrowing your company's focus, i.e. specializing in one or two areas, those areas that might be the most under-served, making it easier to position yourself as a leader (the iPod, if you will) in that particular market; or CREATING a whole new market.

Think of CROCs or UGGZ (sp). They didn't "chase" the market, they created their own!

Keep in touch! I'd love to know how you do...

We offer quality, styling, fitting and personalization (low runs/minimums). The larger companies cannot offer this but there have been a few smaller companies replicating our model and have been successful in grabbing market share. Their products are inferior but they do advertise to the consumer, which are school/dress shoes for a specific latin ethnic group.

Do we need to streamline all of our names into one and focus our assets into a print media campaign?

You do have to create and market "must have" labels as others have done... Maybe your styles are more stylish, comfortable or better made than all others. Market those elements like crazy.

To get your shows some quick notoriety, send pairs to celebrities with kids with good wishes. Hopefully they'll love your shoes so much that they'll share with the public.

I wish it were that easy.. You have to pay big $$$ to get your products photographed by celebrities.

I'd rather not take that gamble but invest my marketing $$ where it's measurable.

My recommendation is to establish one brand and create or keep the other brands at private label for use by the minimum order retailers. In addition, sector off specific trends to your core company designs that are not available to private label customers, but do not take away from your core product qualities as you mentioned above, (quality, styling, fitting and personalization). This will allow you to share the market, but control the unique articles of the title company. I've been in footwear design and development for 15 + years and miss it terribly... but during my footwear days I wanted to explore idea's not applicable to my category so I started a baby onesie business. I spent a lot of time at Saturday markets, and then one day a customer stop by who worked for Target Corporate in the design department. She complimented my onesie designs and sure enough I saw them in the next spring collection... Regardless, I've been on both sides of footwear development, (both private label and branded) for a long time so I thought it would be nice to share some things I've learned. Hope this helps.