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Deconstructed Italian Kicks

The Achilles Raw Shoes Make for Ultra Comfortable Coolness

— March 15, 2010 — Fashion
I am all over these Achilles Raw shoes by Common Projects for a multitude of reasons.

First up, they are made out of raw Italian leather, which means that they are cooler than any other shoes you will see on the street. Secondly, they are called 'Achilles Raw.' How can you go wrong with something that is named like that? You can't.

Implications - Every level of branding is important, and these Achilles Raw shoes prove that with an effective name, you can maximize the appeal of a product. Customers are always looking for ways to maximize their individuality, and having a product name that empowers consumers may be the difference between what is purchased and what isn't.
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