HBR IdeaCast How to Reinvent a Consumer Brand
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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.
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Post Malone x Crocs
- Terrence Reilly leveraged Post Malone's authentic Crocs fandom to revitalize the brand.
- This collaboration's success paved the way for future partnerships with other artists and brands.
Risk-Taking & Relevance
- Take risks, especially if your brand has an awareness but not a relevance problem.
- Partnering with unconventional figures can inject relevance and pay off significantly.
Crocs x KFC
- After the Post Malone collaboration, Reilly reached out to KFC's CMO via LinkedIn.
- This led to a successful Crocs KFC collaboration, with products reselling for high prices.