HBR IdeaCast
How to Reinvent a Consumer Brand
Aug 15, 2023
Terence Reilly, President of Stanley and former CMO of Crocs, shares insights on reinvigorating consumer brands. He discusses transforming perceptions from uncool to trendy with key strategies like celebrity endorsements and social media marketing. Reilly emphasizes the importance of understanding consumer behavior and embracing innovation while honoring brand heritage. He highlights the rising significance of consumer-generated content and the delicate balance between maintaining tradition and pursuing growth in an ever-evolving market.
26:51
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Quick takeaways
- Collaborating with celebrities can create buzz and open doors for further partnerships, leading to brand resurgence.
- Actively engaging with customers through social media and leveraging user-generated content can drive authentic and organic growth for consumer brands.
Deep dives
Creating Relevance through Celebrity Collaborations
Terence Riley, the Chief Marketing Officer of Crocs during its resurgence, discusses how a celebrity endorsement from Post Malone helped make Crocs trendy. The collaboration with Post Malone created a buzz and opened the door for further collaborations with other artists and brands. By leveraging the relevance and authenticity of celebrities, consumer brands can tap into new markets and gain popularity.
