How to Reinvent a Consumer Brand

HBR IdeaCast

Aug 15 2023 • 26 mins

How does a brand or product that's been around for decades suddenly become popular with a whole new segment of consumers? Terence Reilly has some pointers. As CMO of Crocs, he used social media and celebrity collaborations to drive sales of its signature boat shoes. Now, as president at Stanley, he has made the company's durable mugs TikTok famous and bestsellers across numerous retail outlets. He explains how listening to employees and customers and acting quickly on their insights can help any organization spur growth.