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Brandstorming is a team blog written by Jim and Franki Durbin. We like to think of it as our idea playground.
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Monday, December 11, 2006

Ultimate Shoelace: This Product Rocks

I have an embarrassing problem. I can't keep my shoes tied. It's true, and it's been a problem since I was a child. My mother tells this story about how I refused to tie my shoes until she bribed me with doughnuts ( she says bribed - I believe she threatened to go without me if I didn't tie my shoes and get in the car). Why do I tell you this? Because my problem has been solved.

You know those products that you see advertised on television that are real simple inventions, but seem real useful? The ones you see late at night on the Home Shopping Channel? This is one of those ideas, and it's incredible. But I'm getting ahead of myself.

One of our clients is Sue Wetzel, the owner of the PR Firm, The Winning Pitch out in sunny California. Franki built Sue's site, and currently helps her blog, and I handled the blog training and various blog marketing aspects of her site.

What Sue does is work primarily with companies that sell products to women. She gets them noticed, and the blog is designed to help her post products for the media and public to check out.

One of those products is the Ultimate Shoelace, which Sue was kind enough to send to me to try out.

Look, we made it clear that this blog can never become a shill for clients. It's focused on branding and advertising for a reason, so there's a concern anytime we start talking about products (we don't believe in corporate shilling).

The Ultimate Shoelace, though, featured here on Sue's site, is an awesome product, and I can't help but write about it. The shoelace is made up of tiny knots that disappear when you stretch them. This gives the shoelace the ability to hold its forms inside each of the eyelets, and also makes it easy to expand and contract when you're putting your shoe on.

What this means is that for your tennishoes and your walking shoes, you can slip the shoe on like it has no laces, with no damage to the shoe. The shoe is pre-tied, and you turn it into a slip-on, but one that holds tightly to your foot.

The shoelaces can be adjusted to hold the shoe on tighter or looser, and because of the knots, there are no problems with slippage. My shoe tying hassles, are done. If you have the chance, buy a half-dozen of these and give them to friends, people who have problems bending over, and those who never learned how to tie their shoes.

This post was uncompensated (as are all of our posts).

1 Comments:

Anonymous Eliot Frick said...

The questionable aesthetics of the "Ultimate Shoelace" notwithstanding, I'm willing to bet your problem is that you're unintentionally tying a granny knot. As the wikipedia reference suggests, the granny knot is often an accidental result of attempting a reef knot, which is a far superior knot in shoelace applications. Ian Fieggen has a nice description of the difference between these two knots and how to tie them. Basically, you know you’ve tied a reef knot when the loops lie orthogonally.

I hope that’s helpful.

10:02 AM  

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