How to Reinvent a Consumer Brand
HBR IdeaCast
00:00
Taking a Risk based on listening to fandom
Taking a risk on partnering with Post Malone, who was not yet as popular as he is today, paid off for Crocs. Despite initial skepticism due to Post Malone's unconventional image, his genuine love for the brand resonated with his fans, showcasing the power of authenticity. The decision to bet on Post Malone was initially seen as risky, but it ultimately led to success, highlighting the importance of listening to cultural insights and taking calculated risks in business.
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